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SUCCESS STORY
Founded in 1954, the McCafferty Auto Group, located in the eastern Pennsylvania towns of Langhorne and Mechanicsburg, is known for exceptional customer service and its commitment to community involvement. Current President, Todd Buch has been with the company since 1984. He and his partner Fred Beans have played a major role in the organization’s success.
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The McCafferty Auto Group team members go above and beyond to help the local community in which they work and live, a commitment that extends far beyond the showroom doors. “We do a lot of community outreach, it is part of our brand,” remarks Buch. “We feel it is important to give back to the community that has served us for over five decades.”
Through the years, Buch’s extensive community involvement has been recognized again and again - receiving national awards, such as the American Red Cross Citizen of the Year Award in 2003 and Time Magazine’s Quality Dealer Award Nomination in 2005. Buch has also been recognized locally for his contributions, which include monetary donations to a local school for stadium lighting, helping fund a local high school choir’s trip to perform in the Aloha Bowl, and supporting the construction of a local skateboard park. Just recently it has been announced that Buch will be the 2011 recipient of the Middletown Community Foundation’s Humanitarian of the Year Award.
And just as community outreach is a pillar of the McCafferty Auto Group’s business, so is the service they provide to each customer. Even through the significant changes brought about by the automotive market downturn, Buch realized that service retention marketing wasn’t just helpful but also necessary. He first enlisted help from RPM in the form of service reminder mailers, noting this solution as “an efficient way to remind customers of services needed and to recapture lost customers.”
Then, in 2007 when CallCommand acquired RPM, collectively forming OneCommand - a true multi-channel marketing company able to leverage its technology via voice, email, text messaging, direct mail and personalized web pages (PURLs) - the group took advantage of the expansion in services.
Buch shares, “Immediately we were able to add voice and email to our service reminder mix and the ability to include surveys in our service follow-up offered an even better way for us to ensure each customer was receiving an excellent customer experience.”
With four franchises - encompassing Ford, Kia, Suzuki and Hyundai brands - McCafferty wants to make sure that each customer is communicated to in a consistent, professional, timely, and pleasant manner.
“If there is something wrong with the customer’s experience we need to know about it. That’s why automation is one of our favorite OneCommand features. We don’t have to worry about one of our team members having a bad day, being sick or not making the follow-up call at all - it’s all done for us,” comments Buch. Each customer who services their vehicle at McCafferty will automatically receive a follow-up call. “This simple follow up helps us to ensure the customer’s visit met or exceeded their expectations and takes the many variables for error or less than perfect human delivery out of it,” he continues.
“If I had to name one thing that has really been a huge benefit, it would be the ability to market to our sales and service customers through email,” says Buch. Each month, the team at McCafferty Auto Group is able to make approximately 40,000 impressions with email communications alone. “But beyond that, we advertise on TV, radio, newspaper, and billboards with the same monthly theme, so our unified messaging reaches customers through every channel we employ. Sending an email that’s integrated with our monthly theme helps to reinforce our message,” adds Buch.
In September, McCafferty saw great service success using this approach, communicating Labor Day incentives by email. This assisted in the generation of 1,301 ROs and a return for $259K in service revenue.
The McCafferty team also uses text messaging as a way to remind customers of current sales events happening at the dealership. “Voice communications are limited to what can be communicated to the customer, but text allows us to quickly inform customers of current sales through a new and exciting media,” says Buch. In October 2010 McCafferty communicated to customers via text and email about a current sales event helping to drive 405 vehicle sales.
Since 2007, McCafferty has added additional OneCommand products to their arsenal dedicated to improving each customer’s experience. “For Internet prospects, we use Live Chat, which is managed by three people in the Internet department,’ says Buch. He continues, “To track marketing effectiveness we use CallCapture and CallReturn, which allows us to communicate a thank you message to each customer who calls in from one of our ads. Plus, we can track which part of our marketing is working and adjust our spending accordingly.”
In closing Buch expresses his true feelings about McCafferty Auto Group’s marketing partner, “OneCommand is fantastic! If I were talking to a competitor inside my market I would tell them “I hate it!” But if I was talking with someone outside my market area I would tell them the truth “It is the best!”
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