With so much information readily available on the internet, customers are completing most of their research online by watching videos and reading reviews from owners and experts.
Physically visiting a dealership is now largely reserved for the buying part of the purchase journey. If you can’t deliver superior service, then you will lose out on sales.
Intelligent companies have recognised this shift; consequently, they’re reviewing their customer journeys to make sure it’s finely tuned. By ensuring that the customer’s experience delivers value beyond the price tag of the car, they are making sure that the customer is more interested in dealing with them as apposed to choosing a competitor.
How To Make Your Dealership Customer Focused
In order to become customer focused, you need to implement a customer-oriented mindset that solely focuses on the needs of the customer.
You need to make the customer feel that you’re invested in their needs, priorities and individual situation, and that you’re not just interested in making a sale.
It’s important to build a relationship with the customer from your first interaction. When a lead comes into the business, sending back a personalised video message using video relationship management software, like SnapCell, can help to forge a strong relationship.
A video message demonstrates that you’ve taken the time to do something personal in response to a specific query the customer has made. It makes them feel important and valued. In addition, video content is proven to be far more engaging than text in an email or SMS.
If you don’t provide a remarkable service, then you’re not memorable. You need to obsess over customers when they visit your showroom or service centre by going above and beyond what they would expect from the experience.
When their car is booked in for a service or repair, send them a video of the work being done. This helps to build a trusting relationship and adds value. Similarly, a simple thank you message or video after you’ve seen a customer – even if they didn’t buy anything – will make them feel like you value them as a customer.
What Are The Benefits Of Being Customer Focused?
Being customer focused has a number of long-term benefits that competitor focused businesses miss out on:
- Customer retention– it’s 6-7 times more expensive to attract a new customer than it is to retain an existing one. Providing excellent service is a necessity for establishing high retention rates.
- Customer referral– word of mouth and glowing reviews are the cheapest ways to attract new customers; however, people won’t put their personal reputation on the line unless you deliver a positive experience worth talking about.
- More profitable– companies that make their customers a priority are around 60% more profitable. The happier a customer is with a business, the more they’re likely to spend.