customer satisfaction 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.

Outbound Campaigns: The Secret to Increasing Dealership Revenue

admin | Automotive BDC | automotive appointment scheduling, automotive bdc, automotive marketing, customer satisfaction

Continuing the conversation with existing customers is key to maintaining that relationship and customer retention.

Outbound campaigns can be highly effective for improving sales and service revenue in that it puts the power back in the hands of the dealership. Online and print advertisements promoting special offers leaves the decision making to the customer, who may not take the initiative to call the dealership to schedule. That’s why it’s so important for dealership business development centers to proactively engage with customers to drive business.

Start at the beginning

Leads that come in through your website are the best gift you can receive. These leads are customers who are actually interested in working with you and need to be captured or converted. Many salespeople may follow up on these leads via email or phone, but if they play phone tag or don’t get a response in a week or two, they end up forgotten. Chances are, customers who are reaching out via your website are early in their search for a vehicle, and they aren’t in a hurry to make a decision. But by being a resource for them during their car search can put you above the rest.

Pro Tip: If a customer leaves a voicemail or a phone number, call them back around the time they initially called you. That may be the time of day when they are free at work or are available to accept calls. If you don’t reach them the first time, try a call just outside of work hours between 4 and 5 pm, or around the lunch hour. Chances are, if someone reached out recently they are expecting the call and will be to hear from you! It can sometimes be forgotten how much people want a warm voice over the phone. It gives a personal touch in a world that is so much online and impersonal.

Those with vehicle equity

A good business development center will have a vehicle equity calculator that can effectively track timelines of vehicles purchased within their dealership, and pair that with ones that have left the lot. The amount of years owned, miles driven, and the make or model all determine a vehicle’s equity. Following up with these customers can sometimes lead to an upgraded purchase or a service appointment.

If the customer’s car is worth considering as a trade-in towards a new vehicle, you can help guide them through the process and get them into an upgraded vehicle faster. If that is not what they want, you can offer service incentives and, when the time comes, incentives for when they do want to purchase a new vehicle, to do it through your dealership.

Customers who bought but never came back

According to Snapcell, 76% of car buyers bought their next vehicle from the dealership that performed their regular maintenance. But only 13% of those car buyers had maintenance performed at the same dealership they bought the car from. Yikes! That’s why, after a customer buys a car, the sales team should follow up quickly to ensure satisfaction and answer any questions or concerns the customer may have after their purchase.

Setting a schedule to follow-up one, three, and six months after the vehicle purchase with customers can be some of the most effective outbound campaigns your dealership can run. Because we know there is one thing they will absolutely need with their new car—service maintenance. Reaching out to customers who bought a car through your dealership but haven’t utilized your service bay is an incredible opportunity. It’s possible these customers aren’t aware of the service incentives through the dealership and just need a helping hand to get there and get their car taken care of by the team who already knows them.

Customers who visited over six months ago

Run an inquiry of all your customers you saw six months ago or longer and begin an outbound campaign offering a percentage off service if they come in during the next six months. Chances are they either haven’t serviced their vehicle at all or they went to a different shop.

Pro Tip: Run these outbound campaigns right before winter, when people want to winterize their cars, and again before summer when people are planning road trips and vacations. These incentives can reignite a desire to come back to your dealership and they are great for customer retention!

Customer who recently received service

Customers who were just in for service should also get a follow-up call within seven days. Be sure to ask if they were satisfied with the service and how their car is running overall. This can be a good opportunity to schedule their next service appointment, like oil changes and tire rotations. This also presents an opportunity to catalog the mileage of their vehicle and discuss their plans for when it comes time to trade-in. Pro Tip: Create incentives based on future resale value if customers continue to get service through your dealership.

Outbound campaigns for potential and existing customers are one of the most important tools at your disposal in increasing sales and improving customer satisfaction. Customers want to feel important and cared for, and maintaining that relationship throughout the weeks, months, and years after they’ve worked with you can significantly improve your sales and service revenue as well as your dealership’s reputation.

Outsourced business development centers like Customer Traac can help ensure your customers never go without a follow-up call, email, or a pre-scheduled service. On top of service appointments and sales equity mining, our team can work with your dealership to create custom outbound campaigns based on current or future sales trends, and continual efforts to retain customers. It’s what we’ve been doing for over 30 years!

Contact a member of the Customer Traac team to how we can help your dealership reach profit goals today.

10 Tips for Becoming a Customer-Focused Organization

admin | Uncategorized | automotive appointment scheduling, customer loyalty, customer satisfaction, customer service, customer-focused

You’ve likely heard that “customer-focused” businesses are more successful because they focus completely on their client relationships and client satisfaction. But that’s only part the story. In full, a customer-focused business fosters a company culture of its own that is solely dedicated to enhancing the customer experience through relationships and customer service. These organizations not only practice what they preach but proactively seek to hire talent that is empathetic, patient, and easy to talk to. They focus more on the customer experience and the various touch points their brand has with a customer at every stage of the buyer’s journey. Becoming a customer-focused organization can be the true key to running a successful, and profitable, business. Interested in learning more? Here are 10 things a company should do to become or maintain a good customer-focused organization.

Know Your Customer

To fully serve your customers, and your business, you need to know who they are, what they want, and how to get it to them. Market research is a great way to determine you overall strategy. Running data to find out demographics, locations, and spending habits of your customers is good, but getting it straight from the source will be your key to success. Gaining personal insights right from the customer will give you something research never can. Ask them questions, send out surveys, read their reviews and questions—and develop a customer profile you can divide into more specific segments to target more granularly.

Figure Out Their Challenge and Solve for it

Figuring out the shared problem your target customer has and solving it will build a good business model. A niche problem can help focus what and how you deliver a solution to your customers. For example, Customer Traac knows that dealerships have problems maintaining high volume inbound calls, appointment scheduling, and service follow-up. That niche allows us to focus on the customer’s problem and solve it. Trying to provide solutions for every possible challenge a customer may be experiencing will make it difficult to get good at one thing.

Build Trust with Your Customers

If your customers don’t trust you, they won’t stick around. They may even prevent others from coming to you with their challenges. Some ways to build trust amongst your customers are:

Solving their problem before they become more frustrated
Gaining immediate feedback from customers and making them feel like you care and they are part of the process
Being present when they leave comments and reviews—be appreciative and helpful

When customers see their problems are not only being solved, but any issues they’ve voiced have been used to better the business, they feel appreciated. This gains their trust and, hopefully, long-term loyalty.

Keep Up with Your Industry

Industries like tech, healthcare, and automotive are ever-changing. It seems as though they are on to the next big thing before you can fully utilize the last one. Keeping up to date with industry trends and changes is crucial to getting ahead of the curve when it comes to solving your customers’ future problems. Knowing what to expect down the line with industry changes and problems, is going to be beneficial to you and your clients. And they will be shocked to learn you solved their problem before they can even asked for the fix.

Utilize Customer Feedback

Customer reviews and feedback are a GOOD THING. You should actually want and crave their feedback. In a customer-focused organization, seeing good numbers on your sales reports doesn’t matter as much as how your customers are feeling and how satisfied they are. Interacting with a customer personally, asking for their feedback, is the best way to learn how to improve your business. Check reviews on Yelp, Google, and other review sites on a frequent basis. And don’t forget to view the negative reviews as opportunities, not failures!

Tie Your Customers into Your Brand

Your brand should represent your customer. One way to do this is to develop brand advocates. These are customers who love your services or have had great experiences with you, and may be willing to advocate for you to others. After all, most consumers say they would trust a recommendation from a family member or friend over any other advertising. So, don’t miss out on this free marketing! Some ways to use customers in your branding are:

Social media – Utilize tags and hashtags to find people who are talking about you and share their posts. People love to see their posts shared by the brands they love (and follow).
Videos – Some companies have even compiled videos of real customer reviews or social posts into marketing videos for their business. It makes your customer feel like they are part of the team, and what they say matters.
Website Testimonials – Pull your five-star reviews onto your website so prospective customers can see for themselves what kind of customer experience they can expect from your business.

Customer Experience is Key

From the beginning to the end of your customer interaction, they should feel cared for, happy with the service, and be having a good time! Putting personality into the customer experience is a huge difference between a customer who will come back, and one who won’t. Send thoughtful and engaging email campaigns, post interactive social media updates, and when you’re on the phone with them be cheerful, helpful, and personable. Going above and beyond with your customer service can increase customer satisfaction tenfold.

Also, for those rare instances when someone isn’t happy, make sure your employees know how to remain poised and calm. The customer who is upset may become one of your best ambassadors if they are treated with respect and care, and their problem is solved.

Continually Improve Products and Processes

A mentality of “if it ain’t broke, don’t fix it” doesn’t really work for your customer-focused business. You should always be striving to improve your process, no matter what. The goal should always be to achieve 100% customer satisfaction. Of course, there is always room for growth. So, try new tactics, switch up your customer conversations, and considering trying new methods to motivate and encourage employees. Never settle, even when things are good. A successful company is always looking for and trying to achieve the next best thing.

Be Proactive

Be proactive in everything you do. Send follow-up emails, SMS text messages, or call customers from time-to-time to make sure your relationship stays strong. Be proactive in solving their problems and knowing what they want before they even ask. For example, you can proactively call recent car buyers a few months after delivery to offer them a special on their first oil change. Customers will appreciate that you remembered them and are more likely to return to your dealership’s service bay for future maintenance if they have a great experience.

Invest in Your Employees

Finally, the heart and soul of your customer-focused organization is your customer service team. To get good people, you need to treat your current team well. Invest in their well-being and encourage growth through coaching, mentoring, and upskilling opportunities. Making your employees feel wanted, needed, and cared for is the highest motivator and will encourage them to give the best customer service they can. If you feel good, you perform better. That’s why the first step towards generating satisfied customers is to manage satisfied and engaged employees.

These tips apply to everyone from the top to the bottom of the organization. And, if they are followed, a company is sure to be set up for success. Becoming a customer-focused organization will require you to be mindful, respectful, and proactive. Put the customer first to gain their trust—and increase your growth.

If you enjoyed this article, check out “Dealership Customer Service in a Post-Covid World.” And if you would like to learn more about how Customer Traac partners with dealerships to improve performance and profitability, contact us today.