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Customer Service

Brand Loyalty and Dealership Customer Service

The automotive industry is extremely competitive – not just locally, but also at the manufacturer level. Manufacturers spend truckloads of money on conquest marketing and brand loyalty – which you would think should be great for dealers – and, to some degree, it is.

But think for a just a second here, does your OEM really care whether your customer stays loyal to your dealership? If you answered “No,” you are 100% correct. While manufacturers like dealers to treat their customers well, and build a loyal base, it really doesn’t matter to them whether your customers buy and service their vehicles with you, or any other franchise store, as long as that customer stays loyal to the brand.

That’s reality, folks. Those CSI surveys are only important to the manufacturer because they want to ensure customer stays loyal to THEIR brand, not yours. And there’s a critical difference between the two. Read More

With competition at an all-time high and sales margins shrinking more and more each month, no dealership can afford to ignore inbound call handling. In this eye-opening one-hour webinar recording, Bill Wittenmyer of ELEAD1ONE shares strategies, tips and tricks to improve inbound call handling performance and convert more valuable phone leads into appointments.

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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I recently moved into a new house. The first day consisted of closing on the house I sold, followed by the new house closing. Afterward, as I approached my new home, I noticed my brand new refrigerator sitting in my yard with the door handles lying on the driveway. And, the people delivering my new toy were standing in my living room looking at doors trying to decide how they were going to get this monster into my kitchen. Read More

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