Temporary shutdowns, economic consumer hardships, inventory shortages, inflation, and even car vending machines – you name it; car dealerships nationwide have gone through it over the past two years. As the obstacles of dealing with a global pandemic continue to unfold, dealerships must learn how to adapt if they plan to stay in business. Although there are several approaches to consider, finding ways to cater to customers should be at the top of the list.
Make Them Glad They Came
No matter where your dealership is, what kinds of vehicles it offers, or how well-priced your inventory is, you won’t succeed if customers aren’t happy with the service. Business owners that understand this fact and continually work to provide an authentic experience that encourages customers to visit, purchase, and make referrals are ultimately ahead of the game.
How can you be among the list of dealerships that withstands the test of time? Consider these customer experience suggestions below.
Get To Know Your Target Audience
How well do you know your target audience? Do you know their needs and interests related to transportation? If you continue to ignore these vital questions and focus on sales alone, you’ll find yourself behind the curve. Dealerships should know their ideal customers to enable them to adjust their products and services to accommodate consumer needs.
Tap into resources like surveys, social media posts, and customer data platforms like Salesforce CDP and more to help you identify and understand your target audience. Such technologies give dealerships access to essential data that enhances insight into consumer likes and dislikes. When collected, organized, and analyzed efficiently, the data can help improve productivity, increase customer satisfaction, and potentially boost sales.
Streamline Processes
In an era where consumers can use the internet to purchase anything they desire in a matter of minutes, dealerships must keep up with the pace. No one wants to spend hours trying to get a vehicle. The long waits for services, endless paperwork, and repetitive steps to receive car maintenance and repairs are deterrents.
When you streamline processes, staff can provide faster services to customers and simplify buying a car in person. For example, a dealership website that allows buyers to browse inventory, schedule appointments, and complete finance applications would relieve employees of managing tons of paperwork. It would also save time when customers come to pick up their new ride.
Accommodating In-Person Experiences
When visitors enter your car dealership for service, what will they experience? If you want to make them happy they came, you must create an in-person experience that accommodates their needs. Go beyond a comfortable waiting area and think about what someone might want while they wait to talk to a salesperson or have their vehicles serviced.
Some dealerships have mini-movie theaters with lounge chairs and snacks to keep customers entertained. Swap out vending machines for tea, coffee, fruit juice, water, and refreshments. Provide reading materials for adults and activities for kids like toys and coloring books.
If you have the budget, offering a daycare center where children can socialize with their peers and play while their parents handle business is another suggestion. Simple things like providing free wi-fi and charging stations can also go a long way in improving customer satisfaction. The main objective is to make them feel at ease while receiving assistance. The more perks you have to offer, the more inclined visitors are to spread the word to others.
A lot is going on in the automotive world that dealerships cannot control. Be that as it may, the brands that do what they can to adjust to the changes in the market and consumer needs will ultimately succeed. This year, make a significant effort to invest in customer experience efforts. From internal improvements like streamlining processes to in-person innovations like daycares and movie theaters, the more you work to accommodate your target audience, the easier it becomes to weather this storm and whatever lies ahead.