Collect the right data to improve customer communication. If you want great interactions with customers, collect great call data.
Multiple Communication Methods: More is Better.
What communications do you manage in real-time? If you consider the most common ways to communicate (email, chat, phone, and text), each are used differently depending on personal preference and the situation, e.g. BDC or non-BDC stores. Most of us check email and voicemails when it’s convenient and we usually check our texts in real-time.
Emails might be appropriate if the message being sent is longer in nature or contains several multimedia links. But, sometimes it makes more sense to talk. Situations when you need to talk are typically when the information needed is more complex in nature or immediacy is required. Sometimes, a text may be the only option in places where you are unable to talk but still want an immediate answer, e.g. “Is my car ready?”.
The point is this; multiple customer contact points, including multiple phone numbers, increase your ability to identify and follow up with prospects. Ideally, in your dealership, you should capture both work and mobile numbers since oftentimes, people will call from work and acquiring a mobile number improves your chances of reaching them in the future. If you’re able to get a mobile number, you should also ask if the customer’s preference is to receive calls or texts when following up on their question or appointment confirmation.
It is important to adhere to TCPA regulations as well as any state or local laws around texting, but assuming you’re able to, text is a great opportunity to communicate with customers. Email and physical addresses are also important contact points to collect from prospects for future follow-up.
Data that results in better conversations is the most meaningful.
In addition to collecting multiple contact points, another key call data point to collect from callers is information about a customer's current vehicle. Learning more about their current situation allows you to take the conversation into new directions, develop rapport, and have a more familiar conversation.
For example, if a caller says they looking for Honda Pilot, you could ask what they currently drive. If they say an Acura MDX, this gives you the opportunity to comment on the similarity of the vehicles and the change back to a Honda. “Well, we’re expecting another child in the fall.” This builds a connection with the customer while allowing you present additional options as well.
Don’t just collect data, use it to follow up with a customer.
Great notes make for great follow-up calls. Every inbound call deserves an outbound call as well, whether an appointment was made or not.
An estimated 20% of sales come from the follow-up with leads in CRMs. Consider the difference between a note in your CRM that says, "John called about a Honda Pilot" and one that includes numbers such as "Expecting child. Wants to put $5,000.00 down, payments under $500/month, has interest rate of 3% from his or her own bank." Based on our data, CallRevu estimates that only 10% of relevant information discussed on phone calls to automotive dealers ends up in CRM.
An agent or manager can read those CRM notes in less than 30 seconds and can have a much easier call to make because the conversation is more contextual and familiar to the consumer, thus more successful.
For more on important data to collect from customers, check out Cory Wright’s video, our Director of Training, on obtaining contact information from your customers. Want even more? You can also register for free training sessions by clicking the button below.