customer experience Archives

Human Connection in the Digital Era

admin | Automotive BDC, Customer Service | automotive bdc, customer experience, customer satisfaction, dealership customer service, dealership satisfaction, human connection, outsource call center

Re-Incorporating People in Your Dealership’s Growth Plan

Technology continues to revolutionize every aspect of our lives and the automotive industry isn’t immune to its transformative powers. From cutting-edge CRM systems to virtual showrooms, the way we do business is evolving at breakneck speed. But among all these shiny new tools, there’s one timeless aspect that remains indispensable: human connection.

Customers today arrive at your dealership with an array of information gathered from their online research. They’ve already compared prices, read reviews, and scoped out their dream car’s specs. Customers are more informed and empowered than ever before, thanks to the wealth of information available at their fingertips.

So, where does that leave us? It might be tempting to rely solely on technology to streamline operations and enhance efficiency. And don’t get me wrong, technology has certainly revolutionized the way we work. CRM software tracks customer interactions, AI-powered chatbots handle initial inquiries, and predictive analytics help forecast inventory needs. It’s a brave new world out there, and we’re embracing it with open arms.

Your Dealership’s Secret Sauce

Your people, from the showroom receptionist to the advisors and technicians in the service drive, are the secret sauce that sets you apart from your competition. In a world dominated by screens and algorithms, there’s no substitute for genuine human connection. After all, behind every click, query, and purchase, there’s a customer with unique needs, desires, and emotions.

That’s why your staff is the face of your dealership, the frontline ambassadors who bring your brand to life. Technology might enhance their capabilities, but it can never replace their warmth, empathy, and expertise.

Take, for instance, the car-buying process. Sure, customers can browse inventory online, compare prices, and even complete financing applications from the comfort of their couch. But when it comes down to making the final decision, they crave reassurance and guidance from someone they trust. That’s where a knowledgeable salesperson can work wonders—answering questions, addressing concerns, and ultimately sealing the deal with a handshake and a smile.

Maybe that’s why it’s not surprising that in Cox Automotive’s annual Car Buyer Journey Stud y, consumers indicated improved satisfaction with the overall vehicle shopping and buying experience specifically as it relates to the test drive, vehicle delivery, and interaction with the sales team. Human interaction matters.

And let’s not forget about the service department, who keeps our customers on the road and coming back for more. With technology-enabled diagnostics and streamlined scheduling systems, we can optimize efficiency and minimize downtime. But when a customer’s car breaks down unexpectedly or they are trying to determine if they need to bring the car in now or wait for a later appointment, they need more than a quick fix. They need reassurance, transparency, and a guide to help them through the process.

That’s why every interaction matters. Whether it’s a floor up, a service appointment, or a follow-up call, each touchpoint shapes the customer’s experience and influences their perception of your dealership. And while technology can facilitate these interactions, it’s the human element that leaves the lasting impression.

Harness the Power of Human Interaction

Start by investing in your team. Train them to deliver exceptional service, empowering them to build genuine connections, and recognizing their efforts to go above and beyond for your customers. This will help foster a culture of empathy, integrity, and accountability, where every employee feels valued and appreciated for their contributions. Their connection to your dealership and their teams will deepen and will be felt by every customer they encounter, creating a culture that not only generates employee but also customer loyalty.

Next, leverage technology as a tool to enhance, not replace, the human touch. Use CRM systems to track customer preferences and personalize interactions. Consider implementing chatbots and virtual assistants to handle routine inquiries that free up your team to focus on more complex tasks. And above all, never lose sight of the fact that behind every byte of data, there’s a real person with real needs and real emotions.

Lastly, outsource those tasks you don’t want managed by technology but don’t have the bandwidth to manage internally either. For these, evaluate if your people have the time to handle these functions and consider whether they will need a back-up. For example, a receptionist has the time and training to answer your phones but when someone walks up to their desk with a question and the phone rings, do they have a back-up or are they asking the person in front of them to wait a moment? By utilizing a call center or automotive BDC manned by real people, you can ensure every call is answered, which can lead to more appointments, and increased profitability. Not to mention, you can rest assured that your customers are being taken care of by professionals who know your brand and care about your business.

As technology continues to revolutionize the automotive industry, the importance of human connection cannot be overstated. While digital tools and automation can improve efficiency and streamline operations, it’s the warmth and expertise of your internal and external teams that ultimately drives revenue and fosters customer loyalty. So, embrace technology, but never forget the power of a reassuring voice and a helping hand.

This article originally appeared in the March/April 2024 issue of Fixed Ops Magazin e.

About the Author:

Lynn Engebretsen is the Client Service Manager for Customer Traac®, an automotive call center and BDC that helps dealerships across the country improve performance and profitability. With over 20 years of experience with Customer Traac, her background includes telemarketing as well as call center management and implementation, including customer satisfaction index and sales calls. Lynn plays a key role in working with Customer Traac’s clients on a continual basis to assess needs and identify key strategies to ensure efficiency and ongoing success. She takes pride in her team’s ability to provide clients with prompt responses, resolutions, and exceptional customer service.

Customer Relationship Management Strategies That Work

admin | Automotive BDC, Contact Center | automotive contact center, customer experience, customer service

Don’t wait any longer! Now’s the time to improve your CRM.

As Bob Dylan famously wrote, “The times they are-a-changin’, and they change faster and faster every year.” Thanks to advances in technology, economic conditions, and environmental concerns, consumer trends change over time. And if your customers are changing, your strategies to reach them should, too. Which is why using the same old customer relationship management strategies year over year can actually hurt your business. CRM, or client relationship management software, is a tool many businesses (including auto dealers) use not only as a database of current or potential customers but also a system to schedule communications and build relationships. These systems need to be on par with what customers expect out of businesses.

Evaluate What’s Working… and What’s Not

When considering changing up business processes, the best place to start is with data. Review everything you can get your hands on from website traffic to incoming phone calls, form submissions, emails, and floor ups. If you think the majority of your business starts as an internet lead, test the hypothesis. Discover the first point of contact for your sales last year, last quarter, and last month. Is it changing? Is that intentional?

Instead of guessing, obtain the data you need to make smart decisions—especially those that affect your team and bottom line. And pay attention to where your strategy could be falling short. It is equally important to identify those campaigns and channels that aren’t producing for your dealership as those that are performing well. Adding more resources to what’s working and taking a closer look at what’s not can help you re-imagine customer relationship management strategies that make an impact faster.

Pro Tip: If you’ve just implemented a new CRM, you may not have enough data to do this but it is worth considering every 6-12 months.

Identify Power Users and Challenge Them

In your review of what’s working, you’ll likely discover several team members who have higher than average usage rates of your CRM that the rest of the team. It’s a safe bet these team members have found their stride when it comes to the technology and the processes in place. Whether they are in your BDC, internet department, or on the floor, a great way to keep them engaged and your system evolving is to challenge them to develop new ideas on how to shorten the sales cycle, improve customer communications, or increase service traffic.

Additionally, these folks are great internal trainers for new hires or team members who are struggling to get up-to-speed with your system or processes. They are also uniquely positioned to identify areas where extra support might be needed. Perhaps they notice the ball gets dropped on important follow up strategies during busy weekends or that they can’t manage all the emails and phone calls for their customers on their own. Listen to their concerns and analyze the data. Should you hire more people? Should you look to outsource? Or do you need a back up plan only on those high-traffic days instead of an ongoing basis?

Pro Tip: These power users should come from every level and department. Their experience and insights will be more helpful than any outside resource.

Talk to Your Customers

What do you think is the highlight of your customer’s car buying experience? What could be improved? Ask your team. Write down the most popular answers. Now, ask your customers.

With customer expectations on the rise, you’re likely to discover “fast response” or a “helpful and courteous staff” to be ranked higher in feedback than the free bottled water or espresso machine in the showroom. Consider how you might be able to further improve response times while keeping team members from feeling overworked or stressed so they can continue to be easy to talk to and work with. What processes should be updated, created, or stopped to further enhance the customer experience?

Pro Tip: If your customers like your fast response or indicate it’s difficult to reach someone at the dealership, consider adding a partner into the mix who can always be available, even when your team is busy so the customer feels taken care of and appreciated.

Before venturing out and implementing improvements to your customer relationship management strategies, make sure employees fully grasp the concept of the improvements and why it’s important. The more specific you can be and the more employees understand how an improved CRM can positively improve their daily work and KPIs, the more successful they can be as employees, and the overall business.

Customer Traac has a very clear vision of what it takes to be successful, and what it takes to implement a customer relationship management strategy that works. We stay up to date on industry trends and news, and love helping dealerships get or stay on track. If you would like to learn how we can partner with your team to improve the customer experience, reach out today.

Tag: customer experience