If it seems like you’re hearing a lot of “focus on improving the customer experience” these days, there’s a reason for that. While millennials may have been the driving force in the shift from brand and product focus to experience focus, every other age demographic has picked up on this trend in recent years, making it widespread and industry dominant.
In addition, the Salesforce State of the Connected Customer report says 56 percent of customers actively seek to buy from the most innovative companies – that is, companies that consistently introduce services based on customer needs and new technology.
Put these two market indicators together, and the lesson that emerges is that leading companies and retailers should continually invest money in new technology to enhance their customers’ experiences.
For example, Lowe’s invested money in features to streamline the physical shopping experience. McDonald’s implemented kiosks in its restaurants for quicker ordering, shorter wait times, and increased efficiency, resulting in an improved experience for customers.
So, if the name of the game is keeping your customers satisfied through thoughtful innovation, what are the implications for the automotive retailing space? When you think about the experience your dealership provides customers, how does it compare to that of other retailers, companies, and even other dealerships?
Here are five tips on how to deliver the experience your customers have come to expect.
- Start at the beginning with marketing.
Today’s shopping process starts online. Grab customers’ attention and interest by making your marketing, dealership website, and third-party site listings precise and intriguing. Basing marketing efforts off customers’ buying and service histories with your dealership will ensure those efforts are targeted specifically to the customer and their needs. Your internet marketing and inventory should be accurate across the board. Using a web-based tool to customize descriptions and images of vehicles, while automatically updating that information on all websites, will make this task easier and quicker.
- Enhance the sales process.
Once the customer is at the dealership, exceed their expectations. Meeting the customer on the lot with a mobile sales process will impress them while making your buying process more efficient. Use an application that allows salespeople to find customer and inventory information faster so they don’t have to leave the customer.
- Simplify the negotiation.
Stop running back and forth between the customers and manager. According to Autotrader, 56 percent of consumers aren’t opposed to negotiating while buying a vehicle, but they do want an easier process. Simplify the process and increase customer engagement by using technology that makes the customer more comfortable. Lay out different deal options at one time so you and the customer have more interaction. This allows you to stay with the customer through the entire process so they feel more comfortable.
- Decrease wait times.
After negotiation, customers get impatient waiting for F&I, often perceiving this waiting period as wasted time and becoming frustrated. One way to solve this problem is by sending the negotiated deal straight to F&I so the required documents are prepared in advance. While customers are waiting for the F&I process, consider an interactive presentation to discuss accessories. This will keep customers engaged and give your dealership opportunities for increased revenue.
- Make the F&I process engaging.
Once customers sit down in the F&I office to sign final paperwork they are often ready to bolt due to the drawn-out nature of closing the deal. Make the process engaging by allowing both the F&I manager and customers full view of the documents and options. Customers stay engaged and feel like they have more control over the process. They will leave the F&I office smiling and excited about their new vehicle and their experience at your store.
Moving Forward
Everywhere we look in the marketplace, consumers are signaling one thing very clearly: focus on our experience and our needs. The dealership thinking of future sustainable profitability and stable revenue is the dealership prioritizing both the customer experience and continual innovation – and finding where the two intersect.
By implementing these five tips, your dealership will make the next generation of customers feel important to your business, engaged in the process, and excited about purchasing their vehicle.
About the Author
Kasi Edwards is Vice President of Marketing at Reynolds and Reynolds. She leads the company’s marketing, advertising, communications, and Retail Management System messages to the market. During her over 21-year career with Reynolds, she’s built an accomplished background in sales, marketing, and product management.
