{"id":8432,"date":"2025-04-25T00:00:00","date_gmt":"2025-04-25T00:00:00","guid":{"rendered":"https:\/\/autoverify.snaf.foo\/blog\/de-la-confusion-a-la-conversion-comment-harris-auto-group-a-change-de-cap-grace-a-autoverify\/"},"modified":"2026-07-09T15:16:49","modified_gmt":"2026-07-09T15:16:49","slug":"de-la-confusion-a-la-conversion-comment-harris-auto-group-a-change-de-cap-grace-a-autoverify","status":"publish","type":"post","link":"https:\/\/autoverify.snaf.foo\/fr\/blog\/de-la-confusion-a-la-conversion-comment-harris-auto-group-a-change-de-cap-grace-a-autoverify\/","title":{"rendered":"De la confusion \u00e0 la conversion : Comment Harris Auto Group a chang\u00e9 de cap gr\u00e2ce \u00e0 AutoVerify"},"content":{"rendered":"

Des outils fragment\u00e9s \u00e0 une strat\u00e9gie unifi\u00e9e<\/h3>\n

Lorsque Justin Belford s\u2019est embarqu\u00e9 dans le r\u00f4le de vice-pr\u00e9sident du marketing chez Harris Auto Group, il a d\u00e9couvert une configuration num\u00e9rique compliqu\u00e9e et incoh\u00e9rente. Certaines concessions utilisaient quelques solutions AutoVerify, comme une version b\u00eata d’AV Inventory Matching ou d’AV Credit+, mais dans l’ensemble, l’exp\u00e9rience en ligne du groupe manquait de pr\u00e9cision.<\/p>\n

L’une des premi\u00e8res mesures importantes prises par Belford a \u00e9t\u00e9 de rationaliser la pile technologique et de normaliser le parcours client dans tous les magasins.<\/p>\n

Il a supprim\u00e9 les outils contradictoires, rationnalis\u00e9 les appels \u00e0 l’action sur les pages de d\u00e9tails des v\u00e9hicules et mis en place une suite compl\u00e8te de produits AutoVerify.<\/p>\n

Avant l’arriv\u00e9e de Belford, Harris utilisait les outils suivants de mani\u00e8re incompl\u00e8te ou incoh\u00e9rente :<\/p>\n

\u25cf Outils de cr\u00e9dit de plusieurs fournisseurs<\/p>\n

\u25cf B\u00eata d\u2019AV Inventory Matching dans deux concessions<\/p>\n

\u25cf Approches mixtes de l’acquisition de leads d\u2019\u00e9change<\/p>\n

Aujourd’hui, ils ont adopt\u00e9 les solutions AutoVerify de conversion du trafic et de marchandisage num\u00e9rique pour l’ensemble du groupe.<\/p>\n

Ce changement a permis d’offrir aux clients une exp\u00e9rience coh\u00e9rente et conviviale et d’am\u00e9liorer les performances sur presque tous les indicateurs cl\u00e9s.<\/p>\n

\u200d
AutoVerify est devenu la source de leads la plus performante de Harris<\/h3>\n

Lors de l\u2019examen des donn\u00e9es de CRM historiques pour analyser les sources de leads qui avaient g\u00e9n\u00e9r\u00e9 le plus grand nombre de ventes de v\u00e9hicules, les r\u00e9sultats sont devenus \u00e9vidents.<\/p>\n

\u25cf  AutoVerify est devenu la premi\u00e8re source de leads Internet pour les v\u00e9hicules vendus.<\/p>\n

\u25cf  Les leads provenant d’AutoVerify ont un taux de conversion moyen de 16 %, contre 13 % pour l’ensemble des sources.<\/p>\n

\u25cf  AV Inventory Matching<\/a> a permis \u00e0 lui seul d’atteindre un taux de conclusion de 35 %, le plus \u00e9lev\u00e9 de tous les types de lead du groupe.<\/p>\n

Ces r\u00e9sultats ont conduit \u00e0 la d\u00e9cision de mettre en \u0153uvre le syst\u00e8me AV Inventory Matching dans toutes les concessions \u00e0 partir du d\u00e9but de l’ann\u00e9e 2025.<\/p>\n

AV Trade-in permet d’augmenter le volume \u00e0 moindre co\u00fbt<\/h2>\n

Belford a \u00e9valu\u00e9 plusieurs outils de reprise, mais a finalement choisi AV Trade-in<\/a> pour sa simplicit\u00e9 et sa flexibilit\u00e9. Il a appr\u00e9ci\u00e9 le fait que cette solution permette \u00e0 son \u00e9quipe de personnaliser les fourchettes d’\u00e9valuation et de suivre les activit\u00e9s des utilisateurs gr\u00e2ce \u00e0 des donn\u00e9es d’\u00e9v\u00e9nement robustes.<\/p>\n

Du point de vue des performances, l’outil a donn\u00e9 de bons r\u00e9sultats :<\/p>\n

\u25cf  Il s’agit d\u00e9sormais de la deuxi\u00e8me plus importante source de leads du groupe.<\/p>\n

\u25cf  G\u00e9n\u00e8re deux fois plus de leads que l’outil le plus proche.<\/p>\n

\u25cf  Le taux de conversion est de 9 % lorsqu’un client montre de l’int\u00e9r\u00eat pour un v\u00e9hicule sp\u00e9cifique.<\/p>\n

\u25cf  Taux de cl\u00f4ture de 4,5 \u00e0 5 % lorsqu’aucun v\u00e9hicule d’int\u00e9r\u00eat n’est s\u00e9lectionn\u00e9.<\/p>\n

\u25cf  Les leads commerciaux co\u00fbtent ~35 % de moins que le lead moyen d’un site Web.<\/p>\n

Belford a \u00e9galement not\u00e9 que la qualit\u00e9 des donn\u00e9es d’\u00e9v\u00e9nement G4 provenant d’AV Trade-in a \u00e9t\u00e9 tr\u00e8s utile pour optimiser les campagnes publicitaires payantes<\/p>\n

AV Credit+ apporte plus de clients qualifi\u00e9s<\/h2>\n

Avant AutoVerify, les demandes de cr\u00e9dit arrivaient de toutes parts – outils tiers, formulaires en ligne, voire processus manuels des directeurs financiers. Il n’y avait pas de syst\u00e8me coh\u00e9rent et la plupart des leads n’\u00e9taient pas suffisamment d\u00e9taill\u00e9s pour permettre un suivi efficace.<\/p>\n

Avec AV Credit+ et AV Pre-qualify en place, cela a chang\u00e9. Ces solutions collectent des informations v\u00e9rifi\u00e9es sur les contacts, les employeurs et les adresses, le tout stock\u00e9 en toute s\u00e9curit\u00e9 en un seul endroit.<\/p>\n

L’impact :<\/p>\n

\u25cf  Taux de contact de 83 % sur les leads provenant d\u2019AV Credit+ et d\u2019AV Pre-qualify<\/p>\n

\u25cf  Par rapport \u00e0 un taux de contact de 69 % pour toutes les autres sources au cours de l’ann\u00e9e \u00e9coul\u00e9e.<\/p>\n

M\u00eame lorsqu’un lead n\u2019est pas enti\u00e8rement qualifi\u00e9, la qualit\u00e9 des informations permet au personnel de proposer d’autres options de financement.<\/p>\n

Moins d’outils, une meilleure ex\u00e9cution<\/h2>\n

\u00c0 la fin de l’ann\u00e9e 2024, les \u00e9quipes de vente de Harris jonglaient avec jusqu’\u00e0 sept outils diff\u00e9rents simplement pour assurer le suivi des leads en ligne. Belford a pris l’initiative de simplifier la pile de donn\u00e9es et de r\u00e9duire les frictions.<\/p>\n

Aujourd’hui, ils ont r\u00e9duit le nombre d’outils \u00e0 trois, avec AutoVerify au centre.<\/p>\n

Ce changement a eu un impact r\u00e9el :<\/p>\n

\u25cf  Le taux de prise de rendez-vous est pass\u00e9 de 51 % \u00e0 60 %.<\/p>\n

\u25cf  L’engagement de l’\u00e9quipe de vente \u00e0 l’\u00e9gard des outils s’est am\u00e9lior\u00e9<\/p>\n

\u25cf AutoVerify a organis\u00e9 des sessions de formation \u00e0 l’\u00e9chelle du groupe pour aider les \u00e9quipes \u00e0 tirer le meilleur parti de chaque outil.<\/p>\n

Un soutien remarquable<\/h2>\n

Monsieur Harris a aussi \u00e9t\u00e9 impressionn\u00e9 par l’assistance pratique qu’il a re\u00e7ue de l’\u00e9quipe canadienne d’AutoVerify, de l’int\u00e9gration et l’installation jusqu’au retour d’information et aux mises \u00e0 jour du produit.<\/p>\n

\u00ab Dans un monde o\u00f9 la qualit\u00e9 du service \u00e0 la client\u00e8le est en diminution, AutoVerify a toujours \u00e9t\u00e9 au premier rang. \u00bb<\/p>\n

Belford note que ses suggestions n’ont pas seulement \u00e9t\u00e9 entendues, elles ont \u00e9t\u00e9 mises en \u0153uvre, ce qui rend les outils encore plus utiles au fil du temps.<\/p>\n

Un plan de r\u00e9ussite num\u00e9rique<\/h2>\n

Les r\u00e9sultats obtenus par Harris Auto Group parlent d’eux-m\u00eames : une meilleure qualit\u00e9 des leads, des taux de conversion plus \u00e9lev\u00e9s, de meilleurs taux de contact et un processus de vente plus fluide – le tout gr\u00e2ce \u00e0 un engagement clair en faveur des bons outils.<\/p>\n

En adoptant AutoVerify, Harris Auto Group ne s’est pas content\u00e9 de r\u00e9organiser sa pile technologique : ils ont transform\u00e9 la fa\u00e7on dont leurs \u00e9quipes interagissent avec les clients.<\/p>\n

Pour les concessionnaires qui cherchent \u00e0 simplifier leurs op\u00e9rations, \u00e0 augmenter la performance de leurs leads et \u00e0 offrir \u00e0 leurs clients une meilleure exp\u00e9rience en ligne, Harris Auto Group est un exemple de ce qui est possible lorsque l’on choisit les bons partenaires et que l’on s’investit \u00e0 fond.<\/p>\n

\u200d<\/p>\n

\u200d<\/p>\n","protected":false},"excerpt":{"rendered":"

Pour les concessionnaires qui cherchent \u00e0 simplifier leurs op\u00e9rations, \u00e0 augmenter la performance de leurs leads et \u00e0 offrir \u00e0 leurs clients une meilleure exp\u00e9rience en ligne, Harris Auto Group est un exemple de ce qui est possible lorsque l’on choisit les bons partenaires et que l’on s’investit \u00e0 fond.<\/p>\n","protected":false},"author":1,"featured_media":8516,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center 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