In the ever-changing automotive industry customer service is your only constant value proposition. All customer interactions matter. Customers will spend more, travel farther, and wait longer simply to have an excellent experience.
When your customers interact with your employees, no matter the form of communication, the quality of the interaction is what will stand out to them! Customers may not always remember what happened, or the words that were spoken, but they will never forget how the conversation made them feel. Your goal should be to make sure every time a customer ends a conversation with your staff, they walk away saying “WOW!”
Today’s customers communicate in a variety of ways. Whether by phone, text, email, chat, social media, or in person, consistency is key because of the halo effect – when customers believe you are great at one thing, (like customer service,) they assume you are great at everything else that matters. What else matters? Over 70% of U.S. consumers say speed, convenience, helpful employees, and friendly service matter most (Clarke, n.d.).
And, this is huge, at a time when dealers are increasing the use of AI (Artificial Intelligence) and automation, a shocking 82% of U.S. consumers want more human interaction (Clarke, n.d.).
If consumers want human interaction, it is imperative your humans are trained and delivering a consistent message and experience.
When your customers receive exceptional service online, they expect the same level of treatment when they walk into the showroom! Make certain your team is using the same language across all platforms and you will unlock more delighted customers in your showroom. Train all FLE (Front Line Employees) to make customers feel served, not sold.
The customer experience is your single most important part of the entire process of doing business.
Focus on doing things in a timely matter. Focus on doing them right. Show customers you care, and they will reward you with that “wow” you are looking for.
Clarke, David, and Ron Kinghorn. “Experience Is Everything: Here’s How to Get It Right.” PwC, www.pwc.com/future-of-cx.