In order to overcome the challenges and heightened competition of a flat market, Boucher Hyundai needed a way to protect their territory by increasing their market share, improving their sales efficiency, and reducing the incidence of lost sales to other dealers in their PMA.
SUBARU DEALER CASE STUDY
JIM BURKE AUTOMOTIVE GROUP
2016 SUBARU IMPREZA 2.0i LIMITED 4DR
THE DEALER RESPONSE
“We had a 2016 Impreza 2.0i Limited 4dr that was on the lot for 362 days.We needed to move the Impreza ASAP and we were able to accomplish this utilizing AutoHook’s Web2Show solution via our Dealer.com website. We did an increased, targeted offer for the Impreza’s stock number only of $100 for a test drive and sold the vehicle in just 4 days. We are thrilled with the quick turnaround of this specific vehicle targeting campaign and will definitely continue to use AutoHook’s solutions in the future.”
Gordon Gibbs, Internet Marketing Manager
Jim Burke Subaru
Convert more website traffic and leads into high-intent showroom visitors through AutoHook's SAF-Eligible solutions. Dealers can sign up below with their Dealer.com User login.
DEALER.COM ENHANCED TARGETING CAPABILITIES
Custom, on-demand strategies to fit your market's unique needs.
- Specific Model Targeting
AutoHook Releases Purchase Analysis Reports for Current Clients
As of May 2017, AutoHook released an all-new dealer sales match report, further solidifying their place in the industry as the true definition of automotive attribution. Current clients will now have a 360-degree view of their dealership’s sales, conquest, and defection trends based on data only hours old, as opposed to 90-day old registration data used in previous reporting.
The Closest to Real-Time Data in Existence
This is no joke. Urban Science has the only Shared Sales Database that allows our clients to see sales effectiveness across multiple car brands in near-real time. Thus, we can report back on the numbers faster than the OEMs themselves, giving dealers:
- First-time visibility into sales and defection to other dealerships and brands.
- The knowledge required to take control of your dealership’s marketing and operations.
- Names of defectors to like-brand dealers as well as competitive brands.
AutoHook’s current dealer and OEM clients will have a significantly more actionable snapshot of their market conditions. Urban Science’s new vehicle sales matching data is now being directly pulled into AutoHook’s private offer and redemption platform for the generation of weekly reports.
Your Total Lost Sales by Competitor
This is a big one! Prior to this release, dealers could only see how many total sales they lost to competitors. Now, you have complete visibility into competing dealerships in your market (by name) that you lost sales to. This is what is known as “actionable data.” If you are a Hyundai Dealer and you’re losing the most sales to Hometown Hyundai down the street, you can then work with AutoHook to deploy a targeted conquest incentive campaign to reduce pump-in sales. OEM clients receive even more in-depth reporting on the number of new to brand buyers AutoHook delivered to their stores.
Customize Your Report View
Your AutoHook Client Service Specialist (CSS) can also generate a custom Purchase Analysis Report to show sales match data from any date range of your choice.
Each dealer’s Purchase Analysis Report will include their previous three full months of sales data in addition to their metrics through the current month to date. Reports are updated and reran each week, guaranteeing the most current metrics as well as sales lost to other brands or dealers in the market. Your CSS will review these reports with you on a one-on-one basis and offer recommendations as to how AutoHook can help you grow your market share and reclaim lost sales from competing stores.
REAL PURCHASE ANALYSIS REPORT EXAMPLE
An example of the new Purchase Analysis Report from an actual dealer is shown below. (The dealership’s name and competing dealer names have been changed to protect their privacy).
Starting Summer 2017, AutoHook Purchase Analysis Reports will be automatically sent out weekly to all dealer clients. In the mean time, please reach out to your CSS or DealerSupport@UrbanScience to access your sales report based on your AutoHook test drive incentive redemptions. Or please contact us with any questions. Enjoy!
A How to Guide for Dealers
Why Social? Marketing 101 says if you want to effectively reach your customers you have to be where they are, or “in the right place at the right time.” Social media represents the most widely utilized communication channel in existence. Salesforce reported 66% of all Internet usage occurs on social sites. Facebook takes the cake as the most widely used platform with 80% of Americans using it on a regular basis (talk about being where your customers are).
Why AutoHook Incentives? That’s an easy one. In order for a customer to redeem an AutoHook incentive, they have to physically walk into a dealership. We all know the chances of selling a vehicle drastically increase when you’re able to get shoppers off the Internet and into your store. But what AutoHook does that’s even more important than driving more showroom visits (yes there are more important things), is we use the most up-to-date sales match reporting to prove exactly which incentive offers resulted in a sale.
Below are 10 ways to boost the revenue driving opportunities already available to you as an AutoHook customer. Simply reach out to your AutoHook Client Service Specialist (CSS) to implement any of the examples listed below. They will help you set up campaigns and make sure these efforts convert into sales or service appointments.
1. PLUG INCENTIVES INTO YOUR EXISTING SOCIAL CAMPAIGNS
Plugging in an incentive into any social campaign is very simple to do. All AutoHook needs to know is the URL of the landing page you want to drive traffic to - whether it’s a specific vehicle, model, service offer, or special. We then provide you with a trackable link you can drop into any Facebook or social campaign. We attach a unique identifier to every offer so we can prove sales attribution for your store. Furthermore, we source out every link separately so that you can differentiate which specific AutoHook campaign converted into a showroom visit or sale in your CRM.
- Customize Time Frame & Offer Amount: All we need from you is the landing page you’d like to promote, the value of the incentive you’d like to offer and the time frame in which you’d like the campaign to run.
- Ex: Boost your new vehicle specials with a $50 offer.
2. USE YOUR CRM DATA TO CREATE CUSTOM AUDIENCES
We know no two dealers and no two markets are the same. Therefore, we don’t believe in one-size-fits-all solutions. Despite what vendors try to tell you, no one knows your pain points better than you. The most valuable data you have at your fingertips is your own customer data. Use this to pull targeted lists that address your unique needs and then work with a Client Service Specialist (CSS) to implement the campaign on social.
Here are a few examples to get the wheels turning:
- Pull a list of customers who are in equity and provide an incentive for them to get into a new vehicle for the same monthly cost.
- Consolidate a list of all active leads across all your 3rd party sources and retarget those individuals all in one place.
- Use equity-mining software such as AutoAlert to identify all customers in your market who have upcoming contracts ending on a lease or purchase.
- Target customers who visited your service drive but did not purchase from you.
3. ELIMINATE WASTED TIME & MONEY
Wouldn’t it help to know which leads in your CRM have already purchased so you don’t waste time and money trying to sell them? A high percentage of car buyers are only in market for a relatively short period of time. Through near real time sales data from Urban Science, AutoHook can help you identify which customers are no longer in market for a vehicle. No one (not even the OEMs) has access to this data within DAYS after sales transactions occur (rather weeks or months). Work with your CSS to create a suppression list of all the customers currently in your CRM that have already purchased a vehicle elsewhere.
4. INCREASE CUSTOMER RETENTION
This is a HUGE and often undervalued aspect of the car business. Retention is half the battle. We know 30% of people will defect to a different brand after their lease is up. Use an incentive to ensure they come back to your store to test drive the newest model or any other vehicle they might be interested in. Mine your CRM data to find consumers who are “in equity” or who have a lease coming to term in the next 3-6 months.
5. TARGET UNDERPERFORMING MODELS
Real Dealer Case Study: Germain Ford of Beavercreek
- Using the data found within the MarketMaster tool and Urban Science’s shared sales database, AutoHook identified specific areas of opportunity for Germain Ford of Beavercreek to grow their market share by targeting the top three models they were losing to competitors (including the Ford Focus, Fusion, and Edge). We then implemented a $50 test-drive incentive on all Focus, Fusion and Edge VDPs and SRPs, while running social campaigns to drive traffic to those pages. The result was a 47% reduction in overall lost sales (pump-in). Click here to see the complete case study.
Can’t move a VIN off your lot? Try increasing the dollar amount of the test-drive incentive.
6. TARGET UNDERPERFORMING AREAS
Utilizing Market Master, AutoHook can help you identify the zip codes in which you’re losing the most sales opportunities. We can also show you the areas with the highest levels of pump-in sales and increase the incentive offer to come in for a test-drive in those underperforming areas. This will help you take back market share from the top brand competitors in your market.
Never heard of Market Master? A lot of dealers don’t know this powerful revenue driver exists. Market Master is an Urban Science tool that uses near real-time sales data to identify the biggest areas of opportunity within your market. It’s typically located within your dealer portal through your OEM (currently available for Ford, FCA, Honda, Hyundai, Toyota, and Nissan).
7. CONQUEST TOP COMPETING BRANDS
Go after the models you know you’re losing to competitive brands in your market. Tailor the creative and messaging in your social ads to express why your brand is the better choice. For example, “Before you go back into a new Ford F150 here’s a $50 Visa Gift Card to come in and test drive the Dodge Ram at Hometown Chrysler.”
8. PLUG INTO VIDEO PRE-ROLL
Custom links can be embedded directly into your video ads on Facebook. Need to move more of a certain model, try offering $25-50 just for coming in to test-drive the featured vehicle. Chances are, if they’re watching the video, they’re already interested.
9. SECURE MORE FIXED OPS APPOINTMENTS
Running service specials? Why not promote them on social to get more exposure? Use incentives in your service and parts campaigns on social sites. Here are a few examples:
- Schedule a service appointment and get a $25 Visa gift card.
- Buy 4 tires get a $50 Visa Gift Card.
- Get a $10 Amazon Gift Card just for getting your oil changed with us.
10. BOOST HOLIDAY SPECIALS
Memorial Day is coming up! Lift the performance of your limited time holiday offers with a $25 gift incentive (or an amount of your choice). Dealers spend countless amounts of money to get customers in the door. Why not spend another $25 to ensure the sale? This same idea can be deployed throughout the year to increase sales around the holidays and give wings to your current specials and holiday sales events.
To conclude, the opportunities in which you can leverage AutoHook to boost the performance of your social campaigns are limitless. Plus you have the attribution reporting that goes along with it, so you know we’re delivering results in the form of sales and service revenue.
In January of 2017, AutoHook opened up our API so that other best in class technology vendors could tie in our incentive offers to their own existing solutions. SOCIALDEALER is the latest partner to join in our open API initiative. Current and future clients of SOCIALDEALER will see even higher form fill conversion rates on social due to their integration with AutoHook’s API. To learn more about the new capabilities of this partnership, click here.
A Tale That Proves 2 Technology Leaders are Better Than 1
By David Metter
Too many companies these days suffer as a result of being close-minded. They think innovation means constantly developing new solutions to better service dealers and OEMs. I’d like to challenge that mindset. What happened to sticking with what you’re best at? I’m not saying don’t dream big, but I am recommending you dream a little smarter. Too often vendors attempt to do things they’re never going to be good at. For example, I know AutoHook will never be great at social advertising. We could do it, and we could do a decent job, but what’s the point of doing anything if you don’t do it right?
Great solutions are a result of knowing what you’re best at and holding on tight to that. In my opinion, strategic partnerships might just be the new and improved form of innovation within the automotive space – and here’s why. AutoHook’s core competency is securing our private offer and incentive rail system within dealerships and directly proving the source that led to a sale or a new to brand buyer. We’re great at attribution reporting because of the data we have access to through Urban Science. We’re never going to be great at Facebook ads, but we know SOCIALDEALER is.
To provide some color, AutoHook opened up our API in January of 2017 so that reputable partners could access our redemption platform and proven attribution engine at no cost to them or their dealer clients. SOCIALDEALER is the latest company to join in our open API initiative to advance actionable data and simply deliver a higher ROI through these types of technology integrations.
SOCIALDEALER’s core competency is in converting customers through social media advertising. Now that they have tied into the redemption rail system AutoHook has already put into place, they can prove exactly which social campaigns resulted in an incremental sale or service appointment. Having the ability to tie in what we’re best at with what another vendor is best at and execute on that to sell and service more cars (and prove it)…now that, that is innovation.
By integrating with our private offer and attribution API, SOCIALDEALER can do more than just show conversions from their solutions to more showroom traffic. They can validate to their dealer clients if a vehicle was purchased as a direct result of their own existing ad platform. This open and unified approach presents countless opportunities for innovation that benefits all parties involved. Most importantly, it benefits the dealers and OEMs that no longer have to pay the integration fees vendors typically charge to work with other vendors.
Here’s a breakdown of how this whole open API thing works. SOCIALDEALER can now use AutoHook’s redemption rail system to serve inventory-specific test drive offers to highly targeted audiences on Facebook. For example, if a customer views a vehicle details page on a dealer’s website and later goes on Facebook to post a picture of their cat, SOCIALDEALER will then retarget that shopper and strategically plug in an AutoHook incentive to visit XYZ dealer to test-drive the vehicle they previously viewed or showed interest in. Through a vast network of data partners (yes more vendor integration) SOCIALDEALER will plug a test drive incentive offer directly into their Facebook ads AND with prepopulated form fields. All the customer has to do to redeem their incentive is hit submit and show up at the dealership. No one else in the space can do that.
We know conversion rates decrease when a customer is asked to fill out an online form with several fields of their personal information. Adding incentives to forms absolutely lifts conversion, but having the form already filled out with the customer's name and contact information, that’s just a no-brainer. That’s why this partnership defines innovation (along with all the other vendors in our API Partner Program).
Think about Salesforce and what happened after they decided to open up their interface and allow third party providers to integrate, for free. Their revenue grew exponentially and their adoption rates blew up. Now you can have video conference calls, send emails, post to social sites, and sign contracts all within Salesforce. Their AppExchange literally has 1,000 different apps available to their customers. That’s beyond valuable, and that’s exactly what being a little more open-minded can do for automotive. I mean heck, look what it did for Apple!
To learn more about AutoHook’s API Partner Program visit DriveAutoHook.com/Partners.
In a down market, Germain Ford of Beavercreek needed a way to gain market share and reduce pump-in sales lost to their top two competitors. Using AutoHook's private incentive offers and sales match attribution reporting, they were able to reduce lost sales by 47% and increase their market share by 44.9%.
SEE HOW WE DID IT! CLICK HERE TO DOWNLOAD.
1. The Mission…
QUALITY > QUANTITY
Unlike any other conference in digital history, the Automotive Engagement Conference began as a collective mission to expose all digital entities guilty of not delivering QUALITY, measurable solutions to dealers. It all began as a dream, or more so, it began when industry leaders started waking up to a big problem. Study after study found evidence of dealerships paying for website traffic that consisted of BOTS – not humans – not actual people that were capable of purchasing a car, let alone converting into a showroom visit. The unfortunate reality is all too often digital advertising sources are charging dealers big bucks for clicks and impressions that did not engage with their website or the content and lead forms within it.
Orbee, an automotive software company that specializes in identifying bad website traffic, determined up to 60% of dealerships’ paid traffic, and up to 80% of their overall website traffic is coming from non-humans (or bots). Furthermore, Orbee’s late 2016 Automotive Website Traffic Quality Report stated, “Bot traffic is a $7 billion problem for the advertising industry and with dealership digital marketing budgets averaging $30-50K per month, the automotive industry must address this issue to prevent massive waste in digital adverting spend.”
Last year, Brian Pasch, host of the AEC Tour, began the PCG Engagement Project in efforts to measure the quality of traffic coming to dealer websites. “Once dealership managers understand the impact of not measuring engagement – their advertising blind spot — they will act to get their website(s) configured to start tracking engagement,” said Pasch.
Pasch’s mission to expose these “sharks” along with the rate of waste occurring under the radar was something AutoHook ethically HAD to get involved with. The AEC Tour isn’t your ordinary pay-to-play conference where vendors spend thousands of dollars just to get their product in front of dealers around the country. This is a movement. This is a collective mission to hold ALL automotive agencies and vendors accountable for providing their dealer clients with accurate reporting that shows their solutions deliver actual human traffic, capable of converting into a sale.
2. The Experts…
PCG has hand-picked the companies and presenters listed below because of the simple fact that their solutions are all proven to increase consumer engagement, and most importantly, increase sales from all lead opportunities.
LEARN FROM AWARD-WINNING AUTOMOTIVE MAR-TECH EXPERTS
3. The Content…
Dealers will learn proven methods to:
Accurately measure their website’s engagement metrics to further increase conversion rates and ELIMINATE areas of waste in their marketing spend.
- Leverage marketing automation tools to create relevant advertising optimized by consumer engagement.
- Improve their online communications strategies to increase conversions: leads, calls, chats, and text messages.
- Lead their dealership in a digital age and protect your store from Digital Sharks!
AutoHook President, David Metter, will be presenting:
“99 Problems but the Data Ain’t 1” – Check out the teaser video below.
4. The Value…
+ $300 WORTH IN MATERIALS
+ AWESOME SWAG BAGS AND FREE PRIZES!
5. AutoHook Will Cover Half Your Ticket…
Tickets for the event cost only $50. Have you ever attended a conference for just $50? When you visit AutoHook at a city near you, we’ll reimburse you for half your ticket cost with a $25 Visa Card.
Want more information on how to eliminate bot traffic? Check out David Metter’s latest articles… BOTS EXPOSED: Defining & Uncovering Your Wasted Ad Spend or The Dark Truth About Bot Traffic.
FREE WEBINAR RECORDING
Only the lucky ones get to attend webinars like these. Don’t miss this rare opportunity to engage with the four marketing powerhouses with the secret sauce for digital success. AutoHook President, David Metter will be joined by David Kain (President, Kain Automotive), Todd Smith (Founder, ActivEngage) and Ken Kolodziej (Founder, String Automotive) to bring you tactical advice for growth in a flat or down market during this free, one-hour webinar + Q&A.
Learn from the industry’s masters of automotive data, sales process, conversion, and engagement measurement. Straight talk. Serious strategies. Next level digital targeting.
| by David Metter
Over the last several months, it’s been refreshing to see more and more automotive leaders shifting their focus from quantity to quality when it comes to their website traffic and overall marketing. Rather than holding value in the number of site visits, the value has shifted to the percent of visitors that either complete a lead form or show up at a dealership. In other words, traffic that is capable of converting into sales or service revenue is the most valuable, and it’s the only type dealers should be paying for. There is an undeniable growing need for technology that flags sources that drive bad traffic so that those sources can be eliminated.
When I say bad traffic, I’m referring to BOTS. Bots (defined below) are also referred to as Internet crawlers or spiders. There are both good and bad types of Internet bots, but none of them are human, and none of them are capable of purchasing or test-driving a vehicle. Bots have been around for years, yet so many marketers still suffer from “bot traffic denial” thinking it couldn’t possibly happen to them. The reality is, no website is safe from these digital creepers. If you’re paying for digital marketing, you are absolutely paying for bot traffic – unless you fight back.
What’s The Big Problem?
The problem is SEVEN BILLION DOLLARS of wasted money. Orbee’s Q3 2016 Bot Traffic Report stated, “Bot traffic is a $7 billion problem for the advertising industry and with dealership digital marketing budgets averaging $30-50K per month, the automotive industry must address this issue to prevent massive waste in digital advertising spend.”
The setbacks these invasive pests present is incredibly simple. Dealers put a lot of trust (and a lot of money) into driving website visits when over half of their paid traffic could be derived from false or suspicious clicks. ClickZ warns advertisers, “Some non-human traffic is fraudulent and some merely causes a technical problem. Both kinds can cost advertisers a lot of money, whether intentionally or not.” Regardless of the type of bot, dealers and their advertising partners do not want bots clicking on their ads, generating bad traffic and sucking the life out of their finite monthly budget.
How Do I Avoid Bots?
When reviewing your vendor services, or if you’re considering a new advertising vendor, make sure to ask the questions that can save you thousands of dollars. Orbee recommends starting with the following questions:
1. What measures do you have in place to detect bot traffic?
2. What % of total traffic do you mark as bot traffic?
3. What is your refund policy regarding bot traffic?
Conquest Automotive has defined 5 red flags dealers and their vendors should look out for to identify bot traffic:
1. Percentage of Out of Market Visitors – If the majority of visits to the dealership’s website were outside of the dealership’s primary market area (PMA), it is characterized as abnormal traffic.
2. Percentage of Desktop to Mobile Devices – If the percentage of visits to the dealership’s website from desktop devices is higher than 90%, it is characterized as abnormal traffic.
3. Percentage of Windows Operating Systems – If the percentage of visits to the dealership’s website exceeded 90% Windows operating system devices, it is characterized as abnormal traffic.
4. Percentage of Footer Link Clicks – If the visits to the dealership’s website triggered an abnormal number of visits to the dealership’s privacy or sitemap pages, it is characterized as abnormal traffic.
5. Hours of Day Clicks – Most Clicks should come during normal hours, not in the middle of the night.
Remember that when all else fails, you can always trust the data. Data never lies. If you receive a report showing a high number of website visits but no engagements or conversions, you most likely have a case of the bots. If you are one of the thousands of dealers that use AutoHook, contact us and we will set up a feature that will trigger an alert to catch this type of activity…or lack there of it. There are also new technologies specifically made for attacking and exposing bots, while also alerting dealers of potential problems. PCG is one company taking big steps to expose the issue through the PCG Engagement Project and through tools like Vistadash that measure actual human engagement metrics across all your ad sources.
Better yet, come out to one of the upcoming Automotive Engagement Conferences (AEC), starting in Atlanta on March 23rd. AEC is seven-city national tour showing dealers how to measure consumer engagement to eliminate advertising BOTS, BLUNDERS, and BLOAT in their marketing investments. Learn more or register at http://pcgcompanies.com/aec/.
by David Metter
Sometime in the 1890’s, marketing pioneer John Wanamaker coined the famous phrase, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Personally, I have always hated this phrase. My old boss and mentor would say it to me all of the time. However, advertisers have lived within the confines of this mindset ever since. Even today, dealerships just “accept” that some of their advertising will work and some won’t. As a former CMO and a current “Urban Scientist,” I find this entire concept to be demeaning to marketers. This is 2017. We have the science, technology, and tools to make decisions based on prescriptive, data-based confidence rather than “going with your gut” or experimenting with different solutions. You should never be in the dark when it comes to 50% of your budget.
The same concept applies to your website traffic and the conversion of that traffic. Transparent vendors don’t just tell you how many clicks and visits you received, but whether or not those visits converted or engaged with your website. They should also be the ones alerting you of any suspicious activity. If an ad source is generating a significant amount of traffic, but none of that traffic is filling out a form or interacting with your site’s content, you’re most likely paying for bot (non-human) traffic. This is a huge problem for an industry that spends billions of dollars on paid search.
As of January 2017, Incapsula studied 100,000 domains and found 51.8% of website traffic came from bots. Orbee is an automotive software company that analyzes the quality of dealer website traffic and specializes in identifying bots. Orbee determined up to 60% of dealerships’ paid traffic, and up to 80% of their overall website traffic is coming from non-humans. That’s extremely alarming, and it’s concerning for several reasons. First, robots don’t buy cars. Second, dealers are paying for traffic that is incapable of converting. Traffic that converts is the only type worth paying for.
In a recent episode of CBT News’ Auto Marketing Now, Brian Pasch, Founder of PCG Companies stated, “Most dealers have Google Analytics installed, most dealers are getting reports about website traffic, but to be truthful many of those reports are coming from the companies who are selling them advertising.” What this means for dealers and OEMs, is they have to face the fact that their vendors and ad agencies may only be sharing one piece of the story.
Website visits are important, as your traffic patterns can be a great indicator of how to stock your inventory or prepare for future market conditions. However, when your Google Analytics are not showing engagement click actions, there is a need to dig deeper. The average dealer doesn’t get reports from their advertising vendors on cost per engagement. Dealer principals and managers don’t have the time to dig deep into their analytics and look for instances of fraudulent activity. As a result, advertisers can take advantage and get away with charging dealers for traffic coming from bot clicks with zero intent to buy.
In their August 2016 Research Report, PCG identified several automotive marketing companies that were generating “highly irregular” traffic and strongly felt dealers were being misled about their ROI. Brian Pasch wrote, “Automotive leaders are now investing in intelligent website analytics and bot detection software. Orbee is leading that charge by providing bot detection for all online marketing investments.”
VistaDash is also a great tool that combines all sales and marketing data from multiple vendors and sources into one dashboard to immediately identify instances of wasted spend. VistaDash is the only independent data dashboard that scores and measures your website traffic engagement.
With all the new technologies and third party vendors entering the market, dealers need partners that will alert them of any instances of bot or fraudulent traffic. Across all verticals, automotive is the second-largest spender in digital advertising, so you have to know your tools. Know who your tools are coming from. Know how they work, why they work, and the data that sits within them. Choose to know where your money is going. Choose vendors that take strong security measures and will go out of their way to inform you of any suspicious activity.
Note: The AutoHook platform has strong security measures in place in order to catch suspicious activity pertaining to our virtual incentives. If we recognize any behavior that is out of the ordinary, we will reach out to our OEM, agency, or dealer directly in order to further investigate and resolve any issues.