Intuitively speaking, customer satisfaction and customer experience are the drivers of increased profitability at your dealership. Just think of it: if your customers are happy, they will bring you more business.
In most cases, this is a fact, and car dealers often report to see the connection between the two parameters and the successful outcome. However, profitability analysis research has shown that this need not always be the case so some authors argue that the effect on profits can even be negative in some cases.
If you aim for profitability, make those CSI scores go sky high. However, today’s dealerships, both big and small, may struggle with saving every penny, so here is what you can do to satisfy your customers without having to invest a small fortune.
At car dealerships, everything starts with a talk. A customer comes into your dealership and says ‘I want a car’ or ‘I need a repair.’ Your next move is crucial. If your customer representative or mechanic does his or her job right and on time, but the customer goes home unhappy and gives you a low CSI score, it is clear that something went wrong. By tracing a few steps backward, you may discover that there was a communication breakdown.
They say that talk is cheap, but not in the auto industry. The moment your customer steps on your lot, talk is all you must do – to persuade or to impress. Therefore, educating your staff to be better salespeople will increase not only sales but also general customer satisfaction. And word of mouth is all you need to keep improving your profits and CSI scores.
Respect thy customer’s time. This should be your dealership motto.