DEARBORN, Mich. — Digital marketing solution provider ChannelNet has transformed its dealer portals from a back-end office aid into a real-time sales tool. Launched in November 2016, the portal is a cross-channel, integrated platform that applies customer-centric principles to the dealer staff experience. Usage is role based, personalized and mobile friendly, according to the company.

Hyundai Capital America (HCA) is the first to use the secure cloud solution. The HCA portal has more than 10,000 registered users, including dealership general managers, business development managers, sales staff and office administrators, as well as OEM field sales staff, Hyundai Motors Finance field staff, Kia Motors Finance field staff and other corporate employees.

“We consider the reinvention of our dealer portal one of 2016’s most significant accomplishments,” said Tim Devine, HCA’s senior vice president and division head for dealer services. “A sleeker, smarter dealer portal, it is designed to give the best user experience possible. As a result, daily usage is up 52 percent, and mobile usage is up 95 percent.”

ChannelNet CEO Paula Tompkins added: “It is very exciting for us to work with a corporate team that understands the importance of being customer centric. In this case, the dealer staff are the customers. Salespeople walking the lot with a prospective car buyer can use their smartphones to look up critical sales information on the spot. For example, they can instantly tell consumers what incentives are available on a specific vehicle.”

The revamped dealer portal has also reduced mailing and call center costs, cut transactional costs, and improved processes to save labor, time and resources, according to the company.

The cornerstone of the solution is ChannelNet SiteBuilder, ChannelNet’s digital, patented personalization platform. SiteBuilder integrates the data, content and transactions of the captive finance company and all third-party vendors.

“What people need to do their job is now at their fingertips, when they want it and where they want it,” explains Tompkins. “The portal is now a one-stop shop for everything the dealership’s staff needs from the captive finance company and other third-party vendors.”