According to McKinsey and company, the customer experience can influence the buying decision or drive people away. If you want to set yourself apart in business, you can’t afford to ignore it. Happy customers can give you repeat business and become brand advocates.
Buying a car is a major milestone for many people. They need to know they are in good hands, that the car they are buying will meet all their needs. Showroom staff should know how to handle potential clients from the first time they set foot inside the premises.
Here’s how to create a great customer experience.
1. Get Customer Feedback and Act
Paying attention to what customers say is a great way to improve customer service. Research shows that 89% of customers move to a competitor after a bad experience. Customers who feel valued are more likely to return and bring others along.
Direct feedback is best, so provide customer surveys at your showroom’s reception or offer digital surveys. Encourage customers to give feedback. Some won’t give their feedback directly, so be sure to read reviews about your business on sites like Yelp and Facebook.
Responding to reviews is a great way to show customers and prospects you value their feedback. Show gratitude for the reveiws, even the negative ones, and respond to them as soon as you can.
2. Go Digital
95% of vehicle buyers use the internet to research the cars they want to buy and only go to the dealership when their minds are made up. They use different sites to find information: Facebook, DealerRater, and YouTube, and even Consumer Reports.
To help car buyers make up their minds about which car to buy, share relevant content. You can sway their opinions by simply responding to their social media inquiries. Also take advantage of social media and customize campaigns based on buyers’ research habits. This will positively influence their buying journey.
Using a virtual reality showroom automotive is a great way to enhance the customer experience. Your prospective customers get to test drive the cars they want to buy before making a commitment. They can also use this technology to personalize cars, bringing their experiences to life. The more information you provide online, the more your leads are likely to convert into buyers.
3. Build Relationships
Look beyond sales and focus on building a relationship with the customer. Make the entire process transparent, convenient, and smooth. People put massive effort into researching their potential cars, so the least you can do is find out their needs and concerns.
People buy products from people, not faceless brands. They want to feel well cared for. Make it easy for your customers to get what they want. Make them feel valued, that choosing your dealership was the right decision. Listen to their challenges, even when you don’t have a solution. It makes them feel respected.
Engage with customers and prospects on the company blog, social media, or through email. Send follow-up emails to find out how they feel about their purchase. Respond to customer requests immediately and apologize when you’re unable to.
Enhancing the customer experience isn’t rocket science. Ensure everyone in your dealership is trained in customer service–even the mechanics. They will sell cars even when they don’t intend to.
