SHOPSMART AUTOS – CUSTOMER INFORMATION – FEBRUARY 14, 2021
If you thrill them, they will come. The strong correlation between customer delight and retainment comes as no surprise to most auto dealership managers. The happier a customer leaves the dealership, the more likely that car-buyer will return the next time a vehicle need arises. Today’s consumers have selective memories, often opting to remember only their most (and least) satisfying shopping experiences. Consequently,it’s no longer enough to simply fulfill a customer’s core needs.
Even if you’re offering an economy car, you must “wow” prospective customers like you’re flaunting a top-of-the-line luxury sedan. Unfortunately, though, some consumers have developed a negative perception of vehicle purchasing. Fair or not, too many associates a dealership visit with pushy salespeople, complicated sales tactics and a wholly unsatisfying overall experience. In fact, a recent study revealed that 75 percent of drivers would consider conducting the entire car-buying process online, avoiding the dealership altogether. While the conversion from dread to delight doesn’t occur overnight, there are a number of customer loyalty strategies you can utilize with relative ease. Here are 7 ways auto dealerships succeed at delighting their customers:
Reverse the Reputation with Strong Service
helpful yet not overbearing
, responsive yet not assertive and knowledgeable yet not all-knowing. In a world where consumers encounter service fails constantly, your smiling face and guaranteed competency go a long way.
Create an Enhanced Customer Experience
boost your customer experience to the next level.
This starts the moment a potential customer enters your showroom’s door. Appoint a customer care advocate to greet and interact with visitors until a sales team member becomes available. With the incorporation of a few amenities, modern-day car buying can be an enjoyable activity for the entire family:
- Complimentary refreshments
- Easy and free Wi-Fi access
- Designated play area for children
- Showroom tour and test-driving that are family-oriented
Make Your Customers’ Lives Easier
Place tremendous value on your customers’ time demands
— grateful vehicle purchasers will take notice. Make It A Champion Day!
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