Aftersales has long been the bread and butter for both independent and franchised repair outlets. How do you make sure that you're always improving the experience for your customers?
Topics: retention, customer experience, technology, dealerships, customer satisfaction, interaction, digital, Aftersales, Customerlounge, automotive, consumers, dealer, service, digitisation, retail, new car
How do you deliver efficient, smooth and exemplary vehicle sales customer experience in a fast-moving, digital world and sector which is undergoing dramatic change?
Sounds simple right? Your digital services should work together with your physical workshop or forecourt. So how come customers are left having to explain themselves several times...
Digital has fundamentally changed how we buy and maintain our cars. From researching the next vehicle to comparing prices, booking test drives and servicing online. The list is pretty endless...and yet digital continues to transform our customer experience.
According to Deloitte, car dealers should be implementing the types of customer experiences that motorists are already enjoying with the likes of digital innovators such as Amazon and Apple.
Dealers have long recognised that it is the customer experience which ensures a business stands out and customer satisfaction levels have been a key business metric for decades.
A study by DMEautomotive noted customers who develop a habit of maintaining their vehicle at a dealership are 86 times more likely to purchase their next vehicle from you.
Customer retention is the end game- it’s what all dealerships are looking to nail and this is becoming increasingly hard. Doug Van Sach, AutoLoop’s Vice President, put it perfectly when he said, “the hard truth for dealers is most consumers have redefined what it means to be loyal in the digital age.”
The digitalisation of the buying process has particularly effected the automotive industry. Customers are carrying out most of the buying journey online and, in most cases, only come into the dealership when they have almost made their purchase decision. Everything is quick, easy and optimised and this is what has become the norm. Anything that doesn’t hit the mark with those points sticks out like an underperforming sore thumb.
According to the SMMT 2.5 million cars were registered in 2017. This is a 5.7% drop from 2016. This may come as a surprise to many as the market has been growing year on year since 2012.