Consumer portals or customer portals are multi-channel applications that easily encourage sharing of information and content between your customer, partners and your team members in your organization. Information gathered and analyzed from a customer portal allows enterprises to better aggregate insights on customer behaviours, needs and future expectations on companies products or services. These portals play a crucial role in building products around your customer expectations and also help customer to pick the right partner according to the requirements.
When it comes to Automotive industry there is a huge competition between different OEM’s and dealers in making the sale happen. Though we have great product attracting the customer to buy, the product is a big challenge in this industry. With buyer centric market, there is great deal of research done by the buyer before the actual product. So for OEM’s in providing additional value for their dealers, they have to constantly innovate in delivering value for their dealers. Also consumers expect to visit qualified dealers who can answer their questions and enhance the overall buying experience.
Most of the OEM’s train their dealers or partners using one or the other Learning management system. This OEM using SumTotal as their learning management system offer services to their global network of dealers. They would like to train their dealer personnel on their products, services and parts that would bring value and ultimately increase profits. They have built consumer portal to offer information and services to their existing customers and also to educate and attract new customers towards their products. As part of this process, they would like to enhance the value to their OEM and help the consumers in picking up best dealer in their location.
To achieve this, we have built a consumer portal with gamification approach tied to dealers. There is wide variety of training offered to the dealers in the areas of sales, products, parts and services. Dealer personnel have to complete this training using their Sumtotal learning management system. All the training is maintained and tracked in Sumtotal. Now the real part of this training has gamification approach, so that they wanted to build sporty competition among their dealers.
Badges are tied to each of these certifications. Based on their completions, these badges are displayed against each dealer on their consumer portal. There are metrics and ratings build around number of completions, number of certified personnel, time spent to complete the training and assessment results. CSI ratings for each dealer are applied on providing dealer ratings. This ultimately led to better decision making power for the consumer.
When it comes to consumer, he will be searching for dealers either by his location or a particular zip code. This will list all the dealers in that location along with their badges, ratings, reviews, comments and certified personal in different categories. This would allow an easy decision making process for the consumer to pick a dealer who has personnel certified by the OEM on this staff and with better ratings and reviews.
Dealer personnel completions are pulled in real time from Sumtotal LMS and presented on the consumer portal. This has added value for the OEM’s to engage their dealers with required training and also helped dealers to get more inflow of customers based on the badges they see on the consumer portal. Dealers take pride in making sure their results show up on the consumer portal, so that stay advantaged over other dealers in their location.
Overall with introduction of Training gamification and real time availability of data for the consumers in their decision making process, added value and ultimately led to increase in sales and profits and achieved ROI from training.
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