Almost everyone nowadays has a car. In fact, many people are surrounded by several different car dealerships all promoting the lowest prices and best deals. But most of the time, what separates you from other dealers will be that you provide the best possible customer experience.
Great customer experience extends far beyond one day; it’s a marathon, not a sprint. CallRevu is committed to our customers and their success for the long haul. Still, today, we take the time to recognize Customer Experience Day and celebrate by shouting out some of our favorite best practices for providing a terrific phone experience for your callers.
Does your customer's experience live up to the promise your branding message makes?
There is a reason great and rapidly growing franchises like Subaru are putting laser focus on the most critical test customers give our industry now; the chance to prove your branding and marketing messages are real. That test is almost always performed in one of the four conversion points that allow a potential customer to save time, and to rule you out quickly. Email, chat, text, and the phone are the 4 channels our customers will take to allow us to prove our worthiness to do business with us. Agree?
Auto Dealerships Using Speech to Text Technology
As many of our dealers know, the Quick Response, or QR, team uses high-tech reporting, to allow instant visibility into any possible issues with your phone process. The QR team takes a proactive approach to ensure that customers are always able to connect to you as seamlessly as possible.
Since its recent inception, the QR team has helped dealerships tremendously. CallRevu is proud to share a few situations where the QR team has fixed the phones and shined.
On average, you are spending $350 on advertising per car sold. And what is that money used for? To make the phone ring! Phone calls are the biggest profit generators, and can be the biggest profit leak for any automotive dealership. If the phone call fails to impress the customer, the sale and your CSI are doomed.
Aligning People and Processes Around Phone Performance
The ability to create value for customers will differentiate you in a crowded and competitive automotive marketplace…and creating that value begins with aligning your people and processes around your desired outcome. Your goal is to provide a great phone experience and achieving it begins with great processes and skilled people.
Customers want to do business with dealerships that make doing business easy.
As car people, we all know that timing is crucial for our current or potential customers. Learning about missed opportunities hours or days after they happen doesn’t help us. It is the opportunity that happens in near real-time that sets us apart from the competition. Are you going release the fish you just caught, ask the fish to swim around the same area for a few hours or days, and then try and catch them again? If you said yes, we’d love to see this in person.
NADA’s fourth annual Dealership Workforce Study recently reported the annualized turnover rate in the average car dealership’s sales department was 72%, an increase of 6% from a year earlier. Reasons for the increase included half of all new dealership hires were millennials, generally aged 18 to 34. Many dealers experienced high turnover in part because of millennials taking entry-level sales jobs and deciding they didn’t like the work.
Customer service is transactional. Customer experience (CX) is the sum of all interactions a customer has with a company. This can include everything from a customer’s initial visit to your website, to a call into your dealership, to progressing through the purchase and ongoing servicing of a new vehicle. Customer experience is every way in which you touch the customer, from your people, to your processes, to your physical location. Together, all of those points add up to moments of truth that create an experience.