Human Connection in the Digital Era
admin | Automotive BDC, Customer Service |
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 Study, 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 Magazine.
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.