Is a “Little Bit Better” than your Competition Really a Great Customer Experience?

There is plenty of buzz nowadays in the automotive industry about the customer experience. Everything from improving the in-showroom experience, to the finance experience, online experience and the service experience; mostly by using technology and the proper training of employees in how to properly interact with customers and treat them … well, better.

 

Justified of not, customers simply don’t like visiting car dealerships. This has been an uphill battle for dealers who have been fighting to overcome this for decades. Many customers are still jaded about the trustworthiness of car dealers in transactional situations.

 

I recently read an interesting article that applies to this problem of the customer experience at auto dealerships. If you’ve never heard of the Adobe Summit, it’s a well-regarded event put on by a highly reputable company and attended by some of the most intelligent people on the planet. Almost every PC uses some form of Adobe software, even if only the free Acrobat reader for PDF documents.

 

A nugget in an article about the conference, which was posted on Enterprise.com, includes a question posed to a researcher at the conference who works at a company that studies the auto dealership customer experience. He was asked how car dealerships measure their customer experience. The answer? They simply look at the nearest competing dealership’s customer experience and make the experience they offer slightly better.

 

I’m certainly not a rocket scientist or a researcher, but it would seem logical that looking at a nearby dealership’s poor customer experience and making yours “slightly” better would not mean you now have a great customer experience, but rather that you’re “not as bad.” Your dealership is now merely a little better than the next guy. It’s kind of like the difference between an “F” and a “D.” They’re both still failing grades that won’t make a parent proud.

 

So, what’s the answer?

 

Perhaps some advice from McKinsey can help, a firm that advises automotive manufacturers and suppliers, construction equipment makers, and other industrial producers how to improve global operations, drive performance improvement, and seek growth opportunities. In a recent article they provide some excellent insights about how to truly discover and improve your customer experience, rather than simply guessing. They name three core elements that can deliver impact and truly transform your customer experience.

 

  1. Measure experience at the customer journey level, rather than at a transactional level.
  2. Invest in technology that continuously monitors and provides feedback in real-time from customers, both in-store and via online channels, such as social media.
  3. Ensure that your organization has a “continuous-improvement mind-set” rather than thinking your customer experience goals are complete.

 

While McKinsey is not specifically referring to car dealerships in this article, the advice they give is sound.

 

The key to creating and sustaining a great customer experience is doing whatever it takes to understand your customers’ opinions, perceptions and pain points. So, it’s worth continuously reaching out to finding out what is needed and wanted from your customers and potential customers and acting on that to get a competitive edge. Rather than just thinking you know what they are and acting on that.

Views: 64

Comment

You need to be a member of DealerELITE.net to add comments!

Join DealerELITE.net

Latest Activity

Dave Anderson's blog post was featured

Master the Art of Execution

The reason most organizations fail to achieve desired results is because they lack an effective…See More
Friday
Sally Whitesell posted a blog post
Friday
Cory Wright posted a blog post
Friday
Scot Eisenfelder posted a video

Maximizing Dollar per Unit in Operation

Scot Eisenfelder shares a factor that dealerships should be looking at in order to maximize revenue at their dealerships.
Friday
Mike theCarGuy Correra posted a video

Social Media vs Broadcast Media

Account Manager Mike Correra explains the difference between social and broadcast media in this video blog.
Friday
Jim Flint posted a blog post
Friday
Lehel Reeves posted videos
Thursday
Jeff Cowan posted a blog post

Write Service Podcast: Episode 70- Q & A with Jeff Cowan- Service Advisors MUST LISTEN!

This week, Jeff does some Q & A from his viewers! After Jeff had been on the road for a few…See More
Thursday
Dan Beres posted a blog post
Thursday
John Sternal posted a blog post

Lease Credit Approvals Dip Slightly To 68.9% in August

Lease Approval Ratings Drop Slightly in August Following Increase in JulySwapalease.com, the…See More
Wednesday
Crystal Hartwell posted a blog post

SureSale Certified Increases Used Vehicle Sales and Turn Rates for North Carolina Dealership

 New case study shows how Reed-Lallier Chevrolet leveraged this one-of-a-kind CPO program to…See More
Wednesday
Bill Wittenmyer posted a blog post

Stop being lead-centric. It’s about the customer experience.

Today’s customers expect and demand an amazing customer experience. The dealership with the right…See More
Wednesday
Reynalda Lor posted a discussion

Car Dealership Design Ideas?

Greetings!According to our marketing and HR teams, the sitting arrangements, interior and exterior…See More
Wednesday
Rob Gehring posted a blog post

Overrides

Today’s…See More
Tuesday
Bill Wittenmyer posted a video

WittsWiseWords: Super Workers

Are you setting your employees up for success? In this #WittsWiseWords, automotive retail expert Bill Wittenmyer talks about why your super-start employee ma...
Sep 16
Michael Trasatti posted a video

New Thought Processes in Hiring

Mike Trasatti shares why companies should rethink their hiring processes in this video blog.
Sep 16
Samuel posted a blog post

Top Anti Phishing Softwares that are Affordable

As the security threat is increasing more, people look for a secure way to increase their data…See More
Sep 16
Courtney Evans posted a blog post
Sep 13
Anthony Giagnacovo posted a blog post
Sep 13
Mike theCarGuy Correra posted a video

Why Buy In is Important When Adopting New Technology

Account Manager Mike Correra shares why staff buy-in is vital to success when adopting new technology.
Sep 13

Get Newsletter

© 2019   Created by DealerELITE.   Powered by

Badges  |  Report an Issue  |  Terms of Service