Using Technology to Create Cutsomer Relationships
It is no secret that the world is evolving, and along with it is consumer behavior and expectations. What used to work might be outdated, and it’s time to make room for new strategies to create the best customer experience. Technology seems to be the root of all success in giving customers what they want, and they especially like to use it to share their experiences with the world. Employees also want a user-friendly system that reduces the time it takes to make a sale while simultaneously allowing them more time to build rapport and create a good customer relationship. Time is money, especially in sales, so combining saved time and increased productivity creates a recipe for success in the dealership world.
No one sits around waiting on the Pony Express. Doing things online is the new norm, and we aren’t just talking about putting your cars on AutoTrader. There are better ways to communicate with the customer online to create a warm lead before they ever set foot in your dealership, make a phone call or send in a lead form.
Add a chat to your website. The internet gives many options for 24/7 communication with online representatives that can answer any initial questions a customer has. This first line of contact can draw people in before they even know what car they want to look at. Plus it will save employees valuable time on the phone listening to people’s life stories. The free platform tawk.to let’s your employees work the chat during business hours and has the option to pay outside reps to respond outside of business hours for a reasonable fee.
Add videos to your website. Consumers want information fast, so having virtual walk-arounds of your vehicles that showcase key features are helpful and could set you apart from other dealers. Make one for each model you sell. Have a different salesperson do each one, so customers feel a personal connection before they ever step through your door.
Use social media, obviously. Don’t just post sales though. Try to post fun things that will entertain your audience and get them to engage on your page. Just stay on-brand and keep it relevant to the car business.
Dealerships should consider using texting platforms, like WhatsApp or WeChat to interact with customers via text. It will only open communication options, further fostering that connection before customers come to the dealership. There are also apps and software you can use to send texts for service reminders for routine maintenance and coupons as an added perk. The key here is that it works on all devices and is efficient. Any platform too complex for consumers isn’t worth it.
Ok - you can send some mail to people. To be clear, there is no shame when it comes to using the postal service, but I would reserve it for sending out birthday cards or purchase anniversary cards to former customers. These can be helpful reminders of their positive experience and could bring them back for service and for future vehicle purchases. Set reminders in your CRM to send these cards.
A consumer wants ease of purchase, consistency throughout the process, and a secure follow up after purchase is complete. You want them to leave feeling like they made the right choice in vehicle and in dealership. If you need inspiration for your customer service, think of a time when you felt really valued as a customer. Aim to set the standard of being “the best.” If done right, that will shine through your employees and your customers.
There is a world of options when it comes to improving customer experience. Having a committed team who has the tools to succeed internally will only reflect positively through their customers and sales numbers. Having user-friendly technology weaved throughout the purchase process can make or break that relationship between dealership and its customers. Whatever you do, do it to the max and watch it pay off right before your eyes.
