Don’t go Breaking your Customer’s Heart!

When it comes to earning business, the customer experience has become a key differentiator. These days, sales and service customers tend to choose convenience and experience over pricing. In fact, dealers that consistently provide an excellent customer experience, make it convenient for the customer to interact with them, and broadly promote this, are thriving, while others are trying to catch up with their competition.


Many technologies exist to help dealers provide a better customer experience. The key is to make sure you get the right tools; the ones that work well for the unique needs of your dealership or group. And, if you get them, make sure your staff knows how to use them. In addition, and perhaps more importantly, if you do get new technology that is there to help provide a better customer experience, and you promise that to your customers, please make sure you deliver on your promise!


Think about all those technologies which appeared over the years with the promise of making the car buying or servicing easier for consumers. Everything from trade-in valuation tools, to online credit applications, to communication methods, conversion forms, chat and text messaging. Most were more than likely sold to dealerships with the promise of increased conversions and leads. And they may deliver on that promise. But, keep in mind, your dealership then makes a promise to consumers by adopting these experiences/technologies. And the only thing the consumer cares about (or even knows about) is your dealership’s promise.


That trade-in tool that the consumer abandons when they start the process because it’s unwieldy only hurts your dealership. That chat tool a customer utilizes to communicate with you, but then receives no response, makes the customer feel your dealership just doesn’t care. The voicemail messages customers leave which are never listened to, let alone receive a response; or those leads from multiple sources which are never followed up on make customers believe your dealership doesn’t want their business.


What about that request for appointment service scheduler a customer fills out, then shows up at the dealership thinking they have an appointment, only to find that the service department knows nothing about them. Yes, that happened to me! I think you get my point.


All these technologies can be a great way to enhance the customer experience. But only if you select a good product that does in fact deliver on the vendor’s promise, if it is used properly, is customer friendly and your employees are correctly trained in how to use it to better interact with your customers. If there is friction in the process from the technology, or if your dealership does not respond appropriately to whatever promise that call-to-action provides to your customers, it is hurting the dealership more than helping it.


If you fail to live up to the promises you make to your customers, this can quickly result in brand deterioration and loss of consumer confidence. Review your technologies and process and ensure that the experience you provide online, in your showroom and service drive enhances the customer experience and makes the process more convenient for them.


Your online processes are just as important as your in-store processes and, based on trends, will only become more important. You may have the greatest in-store customer experience in the country. But, if the online experience is lacking, the customer will never know that… because you’ll never see them.

Views: 18


You need to be a member of to add comments!



DealerELITE created this Ning Network.

Latest Activity

Chris Branum posted a blog post
3 hours ago
Chris Branum posted a group

Fixed Ops Marketing Strategy

Service, Parts, Accessories and Collision Marketing Strategy Group.Digital marketing ideas and…See More
3 hours ago
Jeff Cowan posted a blog post

Write Service Podcast: Episode 45- The Holes in Your Process

This week, Jeff continues the discussion on having a true process on your service drive. Some of…See More
11 hours ago
Todd Smith posted a blog post
12 hours ago
Black Book posted a blog post


Vehicle Values With Historical Performance Can Greatly Increase Accuracy in Claims…See More
13 hours ago
Holly Markel posted a video

3 Keys to Developing Employees on the Phone (Part 2)

CallRevu Vice President of Customer Experience Holly Markel shares the first of three keys to developing your staff to handle the phones properly in part 2 o...
13 hours ago
Steve Stauning's video was featured

Real Social Selling

If your salespeople aren't driving their own Up Bus, they're not doing everything they can to sell 20, 30 or even 40 units a month. Send them a link to this 49-minute lesson where they'll learn all they need to start generating real referrals from…
13 hours ago
John Sternal posted a blog post

August Auto Lease Prices Increase By Up To 54% On Several Vehicles

Several Brands Increase Lease Prices by up to 54% on Vehicles of All Sizes as New Model-Year Units…See More
13 hours ago
Steve Stauning posted a video

How To Sell Cars on Facebook: Real Social Selling

Originally recorded live as part of the Undeniable Advantage Live Video Webcast Series. Social Selling is real and it's happening today! Right now, dynamic, ...
13 hours ago
Thomas F. Jung posted a blog post
14 hours ago
Simon Hopes posted a blog post

Best Run about Boats For Family

If you are searching for a boat that is great for the whole family but it is also quite satisfying…See More
14 hours ago
Marsh Buice's blog post was featured
Anne Fleming posted a blog post

In Dealer Reviews, Women Rate Female Sales Consultants Higher Than Male Consultants

Decrease the Gender Gap and Increase RevenueChanging Culture, Changing TidesWomen are buying 45% of…See More
Marsh Buice posted a blog post
Brett Sutherlin posted a blog post
Anne Fleming's blog post was featured

de sponsor

Get Newsletter

dE Sponsor

© 2018   Created by DealerELITE.   Powered by

Badges  |  Report an Issue  |  Terms of Service