SHOPSMART AUTOS – CUSTOMER EXPERIENCE – OCTOBER 2, 2020
Taking the Pulse of the Automotive Customer Experience
In the automotive industry, effective customer experience management can be the difference between a successful or failing dealership. You might have a general idea of how to improve the experience, but you can get a more accurate view of the industry landscape by keeping an eye on industry trends and customer feedback.
We’ll use this guide to point out some of the most problematic trends in the automotive customer experience journey, and we’ll also provide effective solutions to combat these issues.
Specifically, we’re splitting the customer experience into two main categories:
The customer experience with vehicle purchases
The customer experience with vehicle services
The Automotive Customer Experience with Vehicle Purchases The continued popularity of online research means that buyers have become more knowledgeable about buying a car. This also means that people spend less time looking at multiple dealerships and more time looking at the features of a car.
In a study by Shopsmart Autos showed that online users only visit an average of only 2.3 dealerships before they buy. The reduced number of visits means that your dealership needs to deliver on an amazing purchase experience. However, there is a glaring problem in the industry that can easily derail your customer experience strategy.
Automotive Customer Purchase Problem: The Paperwork The same study showed 61 percent of buyers who purchased a vehicle in a dealership before said that the recent vehicle shopping experience was about the same or worse than previous experience. A major contributor to this issue was the hefty number of paperwork required at the end of the deal.
In fact, it’s the top point for frustration for those buying or leasing a vehicle. Specifically, 64 percent of consumers mentioned that completing the paperwork took longer than expected.
The study also mentioned that dealerships are missing out on an opportunity to raise awareness about its financing and insurance (F&I) products to the point that they are unknown to about 1 in every 4 vehicle buyers.
The Solution: A Digital Approach for Ease and Awareness
Customers already spend 61 percent of their vehicle shopping time online so make it easy for them to conduct research on you. Make sure that every piece of information they need, including your F&I offerings, is readily available and easily digestible on the dealership website.
It’s also worth putting that same information on your listings across multiple third-party car sites, which attract 80 percent of customers and drive 31 and 42 percent of new and used vehicle buyers, respectively, to dealerships. In other words, having a comprehensive listing makes it easier for prospects to make a knowledgeable purchase decision.
Once they’re at the dealership, you can make the purchase experience faster and easier by making the mounds of paperwork easy to navigate through a digital platform. To make it even easier, have the F&I representative readily available so that they can answer any questions or issues that come up.
Converting the documents from a physical to a digital item can easily please customers. Findings from shopsmartautos showed that 74 percent of consumers were satisfied with their purchase from the dealership when the paperwork was completed digitally. In contrast, only 65 percent of buyers were satisfied when the documents were completed in-person.
Make It A Champion day!
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