The automotive industry has undergone a plethora of changes since the pandemic disrupted our lives almost 4 years back. Customer experience (CX) has become a key element when it comes to success and sustainability for car dealers and manufacturers. Apart from completing a major part of their car-buying journey online, customers expect seamless, tailored services and after-sales support. That is why it is important to increase customer engagement. This time we’re looking at ways you can do just that.
Personalize car-buying journey via multiple channels
It is important to keep in mind that customers tend to engage across several channels, such as visiting the dealership, browsing online listings, and contacting support teams via various online channels. An omnichannel approach is vital for increasing customer engagement as they expect smooth hand-offs between each of these touchpoints. Here are some suggestions to help with that.
- Tweak promotions and recommendations as per the interests of an individual.
- Keep the message consistent across different channels.
- Customer Relationship Management (CRM) insights have to be shared seamlessly between sales and support personnel.
- Data and information captured on one channel should be automatically logged for reference in others.
Provide after-sales support
The work isn’t done when a customer drives off the dealership parking lot in their brand new vehicle. To stand out in competition, you have to take CX beyond the point of sale. Stellar after-sales support and services have to be provided. This includes efficient warranty processes, timely maintenance reminders, and quick response times for queries.
Use customer feedback
How can you find out if customers are happy with the services provided? Do you know if they have any grievances? It is imperative to ask for and listen to customer feedback. Collect and analyze data via surveys, online feedback, reviews, and social media platforms. It will help get a better insight into pain points, complaints, expectations, and opportunities for improvement. Once customers feel like their opinions matter and you are committed to providing first-rate services, they will engage with your brand in a better way.
Amplify online presence
It is the digital age after all, so online reputation is directly related to customer trust and loyalty. Review aggregator sites have worked wonders when it comes to utilizing past experiences to shape future business. You have to constantly monitor and respond to reviews on third-party rating sites. It involves resolving complaints and replying to negative feedback too. At the same time, it is necessary to incentivize and promote new positive reviews through platforms like Google and Facebook. Ask customers to write testimonials, and feature them prominently on your website and social channels. A positive online reputation goes a long way in drowning out the few inevitable negative comments over time.
Innovate with digital retail
Utilizing digital retail technologies like virtual reality (VR) showrooms, AI chatbots, mobile apps, augmented reality (AR) car configurators, etc. is a great way to increase automotive customer engagement. For instance, a 24/7 chatbot can be used to enhance self-service, AR/VR tools could simulate test drives and customization, and interactive displays can be placed in brick-and-mortar stores. What is more, there are several predictive data analytics and AI algorithms that generate tailored recommendations for customers as per requirements, preferences, and specifications.
Educate personnel
It ultimately falls to the staff and their capabilities to drive customer experiences, as they interact with customers regularly. You have to keep hiring customer-centric talent, while providing proper training to boost soft skills, product knowledge, and compliance understanding. Regular service training is a must, for sharing best practices across teams. Encourage staff to resolve issues independently with CRM lookups, set key performance indicators for CX metrics, and reward achievements of staff who have performed well.
Automotive customer engagement is necessary to boost brand perception, while retaining automotive loyal customers, driving referrals and repeat purchases, gaining an edge over competitors, and also reducing damage to reputation if and when required. Remember, CX is ruling the roost now, so focus on offering positive and seamless services, to ensure your business runs smoothly.
