In today’s automotive landscape, customer service issues remain a significant pain point for many brands. Persistent complaints highlight the urgent need for improved customer service.
According to Widewail’s 2023 Voice of the Customer report, poor communication is cited in 37 percent of negative reviews, while pricing complaints account for 20.7 percent. Additional issues often arise from poor customer service and challenges specific to electric vehicles, such as range anxiety and insufficient charging infrastructure.
Social media significantly influences brand perception, making it crucial for dealers to enhance customer experiences.
Navigating Customer Sentiment in a Polarized Society
We live in an ultra-polarized society. A quick scroll through your social media feed will show that people either love or hate topics, people, ideas, and most of all, places of business. You’ll see a picture of the “best burger” your friend has ever eaten with the lucky restaurant tagged, right next to a scathing review of an appliance company that didn’t make good on their warranty.
Social media has the ability to both promote unsung heroes and call out the businesses small and large. In either instance, one thing remains true— the customer experience means everything. Creating a good experience builds loyalty, fosters engagement, and will earn you word of mouth endorsements. The good news is, if you miss the mark, 96 percent of unhappy customers whose problems are resolved are willing to shop with a business again.
What Are Your Customers Saying About You?
Dealers are experiencing unprecedented challenges, many of which are totally out of their control. Soaring interest rates, vehicle availability, incentives, a volatile used car market, and a technician shortage to just name a few.
Meanwhile, dealership employees are on the front line of this battle. The way they are trained to communicate in the face of these struggles to customers can either create a frustrated customer or a loyal customer.
It’s more important than ever that dealership sales, service, and leadership teams sharpen their skills. Every interaction should be one where the customer feels valued, seen, and appreciated—even when dealing with difficult industry situations out of anyone’s control.
Research shows that customers spend more money in establishments that they like and trust. What are you doing to ensure your customer interactions foster that type of relationship? With a proactive rather than a reactive approach, you can take charge of the customer experience.
Proactive Strategies for Dealers
- Training and Development: Continuous training for all dealership staff on effective communication, conflict resolution, and empathy can transform customer interactions. Empower your team to handle complaints with a positive attitude and provide solutions swiftly.
- Leveraging Technology: Implement CRM systems that track customer interactions and preferences. Use data analytics to anticipate customer needs and personalize their experience.
- Social Media Engagement: Actively monitor and engage with your audience on social media. Address negative comments professionally and promptly, and celebrate positive feedback to build a loyal customer base.
- Transparency and Honesty: Be upfront about challenges such as vehicle availability and interest rates. Honesty builds trust, and customers appreciate transparency, even if the news isn’t what they hoped to hear.
The automotive industry is at a crossroads, with customer service being a key differentiator. Dealers should focus on enhancing customer experiences, leveraging technology, and fostering a culture of continuous improvement.
By doing so, they can turn current challenges into opportunities for growth and build lasting customer relationships. In a world where every interaction counts, ensuring that your customers feel valued and heard will set your dealership apart in a highly competitive market.
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