What a long strange trip it’s been…

Automotive has transformed over the last decade and it’s not slowing down.  But, the more things change, the more they stay the same.

I still remember the day I applied for a position with Ford of Canada’s D3 program. In fact, the job post was so secretive, I didn’t even know what I was applying for.

After getting hired, I was thrown into the field and got started.

The Digital Landscape

My initial role involved auditing dealerships’ digital presences, and what I found was shocking:

– Dealerships with multiple websites causing internal competition
– Ineffective lead forms
– Unclaimed Google Business profiles
– Poor average review ratings

Challenges Faced

Auditing each dealership revealed numerous issues:

– Dealers with 3 websites: Ford, Autotrader, and a random third-party vendor
– Each site buying Google AdSense and competing against themselves
– Broken links galore
– Embarrassing mystery shop responses

Transformation and Success

I have to give credit to Ford for initiating the D3 program. Over the next few years, I witnessed remarkable improvements:

– Ford dealers transformed into digital leaders
– Other OEMs began emulating our success
– The industry started recognizing the importance of a robust digital presence

Continuing the Journey

When the program ended, I continued my mission by founding Rep20, a reputation management service for dealerships. Despite advancements, many dealerships still struggle with digital pitfalls.

Regular digital audits are essential to maintaining an optimal digital presence.

Need help?

Are you confident everything is working perfectly on your digital platforms? Even a single malfunctioning lead form can cost you numerous potential customers.

If you’re looking for a professional Digital Customer Experience audit, I’m here to help.  Just contact me below or set up a meeting with me.

Follow me to learn more about my journey and how you can enhance your dealership’s digital presence.