Focusing on the consumer experience means improved relationships, greater understanding of shoppers’ needs, and increased sales
The automotive industry has always been known for looking toward the future—and promising innovations—so it’s no surprise it continues to do so, keeping pace with the breakneck speed of current technological updates and consumer needs. At the most recent NADA Convention in Las Vegas, we saw industry pros offer up the most cutting-edge ways to give shoppers the best experiences, as well as solutions to facilitate the car-buying process and advance the areas of customer service, communication, and interaction.
It’s no secret things are changing when it comes to the consumer experience. In fact, rather than keep a primary focus on the sales funnel—which has historically been a priority for automotive and many other industries—professionals have now realized that a more diligent focus on the customer journey will result in improved relationships, a greater understanding of shopper needs, and, in turn, increased sales.
The newest tools and technology for automotive professionals are powerful, and they’re focused on offering the best consumer experiences possible. Any dealership can offer a wide variety of vehicles; those that provide the best customer experiences, however, will succeed in bringing shoppers back time and again. Not only will shoppers return because of exceptional experiences, they will spread the word to their friends and acquaintances, effectively boosting business via word-of-mouth referrals.
Your customers are focused on everything that can make their buying experiences more pleasant. From enhanced communication to quicker replies to online questions, from personal interaction to the immediacy of on-the-lot comparisons, from more efficiency throughout the sales process to better communication in the service drive—it all matters and figures into consumer perception of your dealership.
Perception is crucial
The perception your customers get when they first interact with you can make or break a deal. Most dealerships already know today’s shoppers make their first contact with dealerships before they ever set foot on the lot, so it’s important to take a close look at the tools and technology you’re using to connect with shoppers before they ever meet you face-to-face.
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Dealer Marketing Magazine