Case Study:
Holler-Classic Automotive Group
How SparkServ Helped Holler-Classic Turn Operational Friction Into Measurable Growth
When Louis Wilkerson, BDC Director inherited the BDC team at Holler-Classic, they were facing operational pressures caused by inaccurate manual processes and limited visibility into team performance. By implementing Spark’s BDC Hub, Louis has been able to streamline workflows, double outbound efforts, and deliver incredible improvements in scheduling outcomes and customer experience.
The Challenge: Manual Tracking and Limited Oversight
Before Spark, the BDC team relied heavily on spreadsheets to manually track inbound calls and dispositions. “Prior to Spark, it was very old school. We tried to find workarounds, and we were tracking things on paper or in spreadsheets. It felt really backwards, very dated, very manual,” says Briaunna Lock, BDC Team Lead.
This process introduced several operational challenges:
Inaccurate and time-consuming manual data entry
Frequent spreadsheet errors
A lack of centralized oversight into team performance
Limited visibility into customer interactions
Difficulty identifying top and low performers
Collecting and validating data could consume an entire day, slowing down operations and preventing managers from making timely, data-driven decisions. The team needed a single, reliable platform that could consolidate performance tracking and customer communication without adding complexity.
The Solution: A Centralized, Real-Time Platform
SparkServ’s BDC Hub replaced manual spreadsheets with a streamlined workflow that provides actionable data in real time. Instead of juggling multiple OEM databases, schedulers, and spreadsheets, Louis’ agents now move seamlessly from one interaction to the next.
Holler found that the following key features made their decision to implement Spark’s BDC Hub an easy one:
Quick evolution of tools to best serve users
Easy support with a quick turnaround on feedback
Real time data availability
Short implementation time
Leadership quickly aligned around the decision to adopt Spark. The team recognized the urgent need for a modern solution and appreciated Spark’s fast implementation cycles and responsive support, particularly the willingness to incorporate feedback and enhancements.
The Impact: Measurable Performance Gains
Since launching Spark in March 2025, the team has seen an 11% increase in showed appointments and reduced their call abandonment rate from 10% to an average of 7.5%, with a best month reaching 5.2%. Beyond that, Louis’ team has been able to double their outbound efforts, effectively reaching an additional 5,000+ customers per month.
Louis can point to several KPIs that have changed since using Spark, stating, “We can show the success of an individual contributor, how many appointments they’re scheduling, show rate, ensure they handle the next call efficiently, increase appointment volume, and even bring the abandon rate down, which ultimately has transformed our customer experience.”
Spark has also contributed to stronger CSI performance – 8 of 9 stores are currently outperforming their regional benchmarks, supported by improved communication, faster follow-up with customer detractors, and more consistent appointment handling.
For agents and advisors, they have noted experiencing
Simplified workflows with fewer manual steps
More consistent and accurate appointment setting
Easier handoffs from appointment setters to advisors
Ability to focus on higher-value, revenue-generating calls
Meanwhile, managers have benefited from deeper visibility and accountability through
Performance reports that highlight outliers and coaching opportunities
Tracking of status checks and advisor consistency
Data-driven insights that support CSI improvements
Why Holler Recommends Spark’s BDC Hub
When talking to Louis Wilkerson, Holler’s BDC Director, he was quick to actively recommend Spark to other dealers. One of the most common concerns he hears is that adopting a new platform will create more work or disrupt daily operations. His experience was the opposite.
Spark’s BDC Hub didn’t add extra steps - it removed them. Agents quickly embraced the change because it made their jobs easier, and managers gained immediate value from clearer reporting and accountability.
Another common concern he noted that he hears from other dealerships when vetting new vendors is reliability. Louis is very familiar with the industry-wide hesitation around vendors that overpromise and underdeliver. He found that Spark’s hands-on rollout support, responsiveness to feedback, and ability to work closely with internal IT teams helped build trust early in the process and accelerated implementation.
From top to bottom of the BDC organization, SparkServ has made an impact. Briaunna Lock, BDC Team Lead says “From the return on investment, the sigh of relief, and the time you didn’t realize you had: it will floor you. The customization, the service, the adaptability that Spark brings is a breath of fresh air and the results speak for themselves.”
For dealers evaluating new technology, Louis’ message is practical: the right system should reduce friction, not introduce it. In his view, Spark delivers both operational efficiency for frontline teams and meaningful insight for leadership.
“This is going to make your job in Business Development much more impactful. Spark allows you to identify your successes, strategize, hold your department accountable, and do exactly what you’re supposed to do: develop the business. And the best part is I can do all this and get more time back in my day.”
The Bottom Line: Technology That Drives Real Performance
In the end, Spark didn’t just replace spreadsheets, schedulers, activity trackers, or emails - it reshaped how the Holler team operates day to day, turning 2-3 hour projects into quick minute-long endeavors. By removing manual friction and delivering real-time visibility, the platform enabled measurable gains in appointments, customer satisfaction, and team accountability. For dealerships facing similar operational pressures, this shows that the right technology investment can do more than streamline processes; it can unlock performance improvements that scale across the organization.