My Tablet is Better Than Your Smartphone
We have all been programmed to associate tablet usage with a professional digital experience in stores like Apple, AT&T and Best Buy. On some level, the customer perceives that a mobile tablet is more like a computer, and is tied into the store’s software system. They don’t mind if their personal information is stored in that system, because they trust that brand.
However, they are not as comfortable with the idea of their personal information being stored on someone else’s personal device. Whether or not their data is actually stored on the device is irrelevant; it’s all about customer perception.
If you leave the choice to your employees, they will probably prefer to use mobile apps on their smartphones. Phones are less bulky and easier to use.
However, smartphone usage in the dealership may be perceived by some of your customers as unprofessional, annoying or downright creepy. Why risk losing their trust? Building customer trust is difficult enough without placing obstacles in the way.
A mobile tablet provides a professional, interactive experience that most consumers are comfortable with. This may not always be the case; talk to me in a couple years and I may change my mind. But for now, if you care about customer experience, mobile tablets should be the device of choice when you are implementing mobile apps in your dealership.