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Customer Experience

Mishandled Calls at Dealership

When you call a business to seek assistance or information, what irritates you the most: the seemingly impossible chore of navigating phone trees to get to a live person; the options that are irrelevant to you; or the fact that, when you do get somebody, they’re the wrong person and have to transfer you?

Probably all of them! Well, the same is true for your customers. What do they experience when calling into your dealership? Do you even know?

Phone Processes, People, and Technology

Sadly, many dealers place far too much faith in their phone processes, people and technology. Just because your dealership has call monitoring doesn’t mean your customers are well cared for. In fact, those calls may not even be listened to — except, perhaps, at the end of the month when a manager is scrambling for those few extra units to close the month.

Like any technology, just because you pay for it doesn’t mean it’s getting used. The fact is, if you’re not using it, you’d be better off with no automated phone system and a simple receptionist. Why? Because then your customers could at least talk to a live person.

What do you think customers do when they get irritated because they can’t talk to someone at your dealership? They hang up and call your competitor!

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Wittenmyer tips to new independent dealership owners

So you’ve made the leap into dealer ownership. You’re letting the entrepreneurial spirit drive you to be your own boss, and what better place for that energy than the automotive industry. Only time can answer the nerve-wracking questions that keep most new owners awake every night:

·         Who will buy from my dealership?

·         Did I choose the right location?

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Dealership Facebook Newsfeed Change

It’s the uproar that most online marketers were anticipating, yet didn’t know how they would adjust until it occurred. We’re almost two months into latest algorithm changes that affect your Facebook newsfeed, and while the return to individual-created content versus branded content implication is in full swing, some brands have been slower to adjust.

The issue – the number one social network, Facebook, announced on its blog in late June the unleashing of its most recent algorithm change, which places more of an emphasis on posts circulated by friends and family, pushing down posts by businesses and brands. Read More

Customer Perception vs. Reality

Update: Bill Wittenmyer, Partner at ELEAD1ONE, joined Auto Dealer Live September 1, 2016, for a discussion based on the actual reality of the customer experience versus the perception. The discussion centers around Wittenmyer’s article, “Perception versus Reality: An In-depth Look at Consumer Perception.” The article appeared in the Summer edition of Hotline, the official newsletter of Canada’s Trillium Automobile Dealers Association.

 

The first five seconds of any exchange can make or break the experience for the customer. Whether it’s over the phone, chat, or in person —  how your sales, service, and BDC team acknowledge your customers creates the foundation for the very trust that will lead to a purchase.   Read More

Failing to remember to bring leftovers for lunch, I ventured out in search of my favorite food — fried chicken. I have two very popular and nationally known fast food restaurants I frequent to fill my craving. Recently, the experiences I had at each restaurant were vastly different. Such a night and day difference in fact, that it led me to ponder upon why that was the case.

My first visit was to — let’s call it Chicken House 1. Chicken House 1 typically has excellent food (ok, maybe not healthy food, but really tasty food). As I enter their parking lot, I immediately notice there are a good number of cars in the drive-thru line already ahead of me– probably 5 or so. I debated on leaving and going to some other restaurant but decided against it as I was already there and was close to the office. Big mistake! Immediately after filing into the drive-thru line, several other cars pull in behind me. I am now completely stuck in line and can’t back out of my error. We sat, and sat, and sat for at least 20 minutes, with no progress in sight.

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Midyear CRM and Sales Checklist

While a favorable credit climate, strong economy, and low unemployment add to the bounty the automotive industry has experienced in the last five years, we often overlook the very basic, simple, yet valuable activities. Not only do these activities provide an instant form of success, but they also escalate today’s customer relationships into long-term relationships that carry through from sales to the service lane and back to sales again.

So as we close out the first half of the year, we decided it was time to do an activities check.  We asked three Regional Sales Directors at ELEAD1ONE for their midyear reminders that every franchised and independent dealership should enact every single day.

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