What is Your Customer’s ONLINE Experience?

“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.

Dani aka The Dealer Quarterback

Dani Zandel got her start in the auto dealership world on a rainy day in January, 1998. The rest is history, which includes jumping head first into running Internet Departments before CRMs became popular (using Yahoo! Mail)...before Internet Departments existed... before Internet leads arrived from any source other than the vehicle manufacture! Dang! This bio just aged Dani way too much! Since those early days, Dani has sold vehicles, trained in the F&I office, and excelled at Internet Lead Handling, while exploring other low-cost, high ROI opportunities to sell cars to the community. Some of Dani's accomplishments include Certificates of Completion for the F&I and Internet programs at College of Automotive Management, as well as the Human Resources program at Loyola Marymount University (extension). She has rank advanced as a representative of Send Out Cards, and believes every salesperson and every car dealership should consider the benefits of showing gratitude to car buying prospects and customers. Dani has had the joy and pleasure of working with great dealerships -- most recently training the BDC team at a prominent Los Angeles Cadillac dealership, and previously implementing a BDC from non-existence to operational success for a Toyota dealership, and before that, a Chrysler, Dodge, Jeep Ram and Fiat dual rooftop dealership. Her combined experiences in HR Management, Telephone & Internet Communications, and understanding of the technical side of CRMs, in addition to her own car dealership experiences, give Dani a leg up in the organization processes involved to create and install BDC departments, and restructure Internet departments within car dealerships. Dani professionally seeks to work with car dealerships on the specific tasks of CRM Automation, BDC installation, BDC/Internet training, and Appreciation Marketing. Dani's future personal goals include travel to the crystal blue waters of Santorini, Greece, and acclaimed success as a consultant, trainer, and speaker on the circuit of Automotive Dealership Seminars, specializing in the topics related to Internet and BDC success. Dani is the author of "How to Create Customer Loyalty" (available on Amazon) and is currently working on her 2nd book (still untitled) targeting an audience of Car Dealership Owners, GMs, and Sales Managers.