Feb 5, 2008

Car Marketing Goes Mobile

Imagine being able to receive and respond to mobile messaging, including text, email and cell phone, from your local car dealer in real-time. A system called OneConnect Mobile enables the delivery of "relevant content" -- at least you hope it's relevant -- in real-time across wireless mobile communication channels including text (SMS) and mobile email (MMS).

Whether that is a blessing or a curse depends, of course, on where you sit and what the communications are. While getting unwanted text or vocal messages from dealers is the last thing many of us want, the service can provide useful two-way communications between dealers and potential customers. For instance, using the service, a dealership can automatically send text messages to its customers to remind them of their upcoming service appointment. If the time is no longer convenient, the customer can request via a simple text message to reschedule, triggering the system to automatically return a message asking when the next most convenient time may be. The customer texts back a time, the dealership is notified and as a result the appointment is rescheduled.

In a similar vein, customers visiting a dealer's lot after hours can text for more information regarding a vehicle or the dealership itself and have the system automatically respond with a text description, color "brochure" of the vehicle or even video. The system also offers the customer the ability to request this same information be sent to them in email, thereby capturing and reporting to the dealership both the customers' phone number and email address for follow up. Using a similar process, dealers can enrich their newspaper ad campaigns by asking readers to text for more information.

After vehicle purchase or service a text message can be sent asking if the customer is satisfied and to please text "Yes" or "No". If the customer responds "No," the system responds and asks the customer if they would like to speak to a manager. If the customer responds with a "Yes", the system automatically connects a phone call between the customer and the dealership to quickly head off any customer service issues. Or at least give the customer someone to yell at.