“The customer experience when shopping for a car online must be a pretty bad one”….
This is what a colleague recently posted online commentary in which he had decided to dig into some Internet leads in his dealership CRM, and the majority of the people he had spoken to did not seem to have good attitudes about his reaching out to them. He felt that the people were rude, and had a beef with his calling them on the telephone.
So as to not break confidences or name names, this post will merely share my own feedback, for which another associate felt the response to be spot on.
” Customers who are online are deluged with Auto/Generic responders, no answers to questions, lack of authenticity, and lack of consistent follow-up…And when they do connect with a dealership, they often arrive to get a different experience than they were promised by telephone – whether that is in the pricing, the trade figures, or just the showroom professionalism. There are still a lot of gaps in the system of taking online shopping to real life”
Our commitment, here at Dealer Quarterback, is to make the process from all three angles better for the customer. We want to help your dealership to get the follow-up processes (and the people performing them) in place to create consistency in reaching out to the Internet leads and other customers; Create a consistency for the handoff of the Online (or Marketing) Customer to the Showroom Sales Floor, and make sure that only reasonable expectations are set for your customers AND able to be met. Getting the processes in association with these angles streamlined and consistent WILL garner your dealership more initial sales, as well as repeat and referral customers.
What are your thoughts on this issue? Scroll down to LEAVE A REPLY!
If you need an objective look at your processes, use the Contact or Mystery Shop tabs at www.dealerqb.com to reach out to you.