The web-based system monitors incoming and out-bounds calls in the showroom in real time. Dealers can measure advertising effectiveness through tracked telephone responses and record/monitor all calls.
Callbright says Total Call Management improves staff accountability, increases sales efficiency, identifies areas for improvement and allows monitoring of advertising costs as well as evaluating customer response.
The company has been looking to move into the UK for a while and hopes that by outlining its intentions to the media, it will raise interest here.
The plan is to move a UK launch up the list of Reynolds’ priorities. Callbright launched Total Call Management around six years ago and says the service is really taking off.
Among its customers are Sonic Automotive, the country’s third largest retail group, and General Motors, whose executive vice-president retail marketing services Jim Huston describes Callbright’s call and ad tracking system as “unmatched by the competition”.
Callbright this month announced a multi-year agreement with Mercedes-Benz USA which now approves the phone and web tracking product for use in its dealerships.
The deal was signed following a pilot programme.