Wire your dealership for customer happiness!
A customer will buy up to 13 vehicles in her lifetime, and may significantly influence the buying decisions of others around her – not to speak of the hundreds of service visits, car insurance renewals, vehicle accessories upgrades, tire replacements, repairs, and more.
The one sure-fire way to keep customers like her coming back again and again is to think like them, feel like them, and build your car dealership experience around them.
1. Think Customer Relationships
Remember customers - their favorite service advisors,common grouses, consumables preferences,pain points, etc. Procure a good car dealer CRM system like iCRM, and start using it. Schedule email reminders for predictable needs like scheduled services.
You will gain by getting to schedule dealership facilities like your car service stations more efficiently and filling in those unused service slots, and customers will gain by avoiding the inconvenience of last minute planning.
2. Think Customer Needs
With customers, Small things matter. What do you show on screen inside the customer lounge for your service customers? How easy is it to get a cup of coffee when they need it? How often do they get work updates? Do you offer free Wi-Fi? Overall, do they end up spending a boring hour or two in there, or do they generally feel happy and cheerful? Check what customers actually need, what they use, and what they avoid. Then put the information to good use – to delight your customers.
3. Think Customer Appreciation
In most dealerships, 60-80% of revenue will be generated from just 20-40% of customers. Use your car dealer CRM to identify and listen to them. If they have unresolved issues, step in proactively to resolve them. Also, reward them for their loyalty. Use your car dealer CRM to set up customer milestones - for instance, milestones like"five paid services”, then reward each one of them with an attractive offer. Remember personal milestones. Never ever forget a birthday, anniversary, or an opportunity to show how much you value them.
4. Think Customer Testimonials
Stop treating customer testimonials as quick references or short thank you notes. They are compelling customer stories that could enthuse prospective buyers and drive significantly more traffic to your dealership. There is nothing as contagious as a genuinely delighted customer, except of course, a really annoyed one. Encourage your delighted customers to share their stories. Reward them when they do.
5. Think Customer Relationship Management
A good car dealership CRM not only helps you achieve customer delight, it actually empowers you to measure your staff and operations against what is required to keep customers coming back.
Wire your dealership for customer happiness. Invest in a good car dealer CRM.
Get a live demo of iCRM today!