We all love a great customer experience. It’s why we choose to repeat some purchases and not others and it’s why we pick one business over another. When it comes to your dealership, customers have plenty of options which means they need a little more attention. How can you improve customer experience at your dealership? Start by looking at the pain points that exist in the everyday interactions you have with them. Here are some tips to get you started:
Audit Your Existing Customer Experience
Establish a baseline by diving into the customer feedback that you have available to you to uncover potential pain points. Here are some suggestions:
Surveys – Pick a timeframe (the last 3 to 4 months is a good starting point) and collect as many responses as possible. Not surveying your customers? Get started!
Chat logs – Customers are increasingly using chat to interact with dealerships and the logs that you save can hold a gold mine of information.
Observation – Old fashioned observation is one of your best sources of information. The next time you interact with a customer, pay close attention to their body language, tone and what they are saying. Your customers are constantly giving you feedback, even when they’re not talking.
Social media – Pay attention to the conversations on social media. If you don’t have enough of a presence, try checking out other dealerships. Their pain points could be similar to yours.
Reviews – Look closely at what people are saying about your dealership in your reviews.
Ask questions – There’s nothing wrong with asking your customers how you could have improved their experience. If anything it will enhance your relationship with them.
Identify Pain Points
The next and probably biggest step you can make towards correcting pain points, is to identify them. If you did a good job gathering feedback in the previous step, the pain points shouldn’t be hard to identify.
Make a list – Document anything that may look like an opportunity for improvement (a bullet list is fine).
Categorize – Make categories that make sense to you. For example, where the pain points exist in the purchase process, online vs. offline, pre-sale vs. post-sale.
Prioritize – Ranking your pain points by priority will give you a good idea of where to focus your limited resources. Your priority may be determined by number of occurrences or by impact to your bottom line.
Eliminate Pain Points
Eliminating pain points doesn’t have to be complicated. Some are easy fixes, like updating an out of date phone number on your website, while others may require a little more effort. Remember – put yourself in the shoes of your customer as much as possible and take advantage of the feedback and advice of your co-workers.
Improving customer experience is journey rather than a project with a start and a finish. In fact, what may be a great customer experience today can easily become outdated and cumbersome with time. Keep the discussion going in your dealership and you will be on the path to a great customer experience!