When it comes to customer retention, I know this is every dealership’s primary goal but it’s easier said than done. The car buying process has changed because the customer has. We now live in a digital world which allows the customer to be firmly in the driving seat. The modern customer now has a range of dealers, service options and price plans to choose from, and all with the click of a button.
There are a lot of stages to the modern car-buyer journey. The majority of the process is now online, with customers coming into dealerships only when they have a clear idea of what they’re buying, at the end of their buying journey.
Before the digital age changed the way we shop, buying a car was a long process of more than five dealer visits and a lot of questions, answered mostly by the dealership.