The communication tools your DMS offers aren’t always easy to use and don’t always give your customers a premium experience. But how do you sort the wheat from the chaff when choosing an aftersales communications platform?
Many dealerships look for digital tools that can handle a multitude of different tasks in their aftersales department. The simplicity and convenience of this approach are obvious – but is it a mistake?
If you’re ready to digitise the way your aftersales department communicates with customers, this blog will help you understand how to get started.
An effective Dealer Management System has some pretty key features that means your processes are streamlined, your communication is optimised and you’re able to nurture and sell effortlessly.
With literally hundreds of franchise car dealerships in the UK only, it is difficult for dealers to differentiate themselves from one another. This also means that differentiation is key to stand out, especially with the changing definitions of loyalty. I’ve mentioned this stat before but it’s recent and it well worth considering- AutoLoop carried out a study called “Life After Loyalty – Learning to Embrace Customer Engagement” and found that 60% of millennial customers said they were loyal to a brand, even though they shop elsewhere. This says a lot to dealerships about their retention and means that there is a need to differentiate that is stronger than ever.
Feel like a king
Your dealership management system is the heart and soul of your dealership, this is something that every member of staff will be using every day. This is the communication and transparency you rely on. Your DMS should make you and your dealership feel like a King. It should give you power, control and ensure you are fully informed on the goings-on of your roost.
The modern customer is savvy, informed and in control. Their expectations are high and their patience is low. This is true in every industry and is particularly the case in the automotive industry and, more specifically, the car-buying and after sales processes.
According to AutoVHC’s research, failure to complete vehicle health checks cost the average franchised dealership £11,000 in aftersales revenue last summer. AutoVHC’s business unit director Chris Saunders added that service departments are “simply throwing away revenue opportunities”.
I’ve said it before, the DMS will be the heart of your dealership. But, what I want to know is, does it match your expectations?
We now live in a fast-paced world where technology is forever transforming our daily lives. Within the automotive sector I feel we have embraced technology and used it to our advantage in creating new car designs and models that not only look and perform better but also take into consideration the environment.