Each year brings new advancements to the forefront of technology, particularly digital technology. Dealerships everywhere are always on the lookout for such innovations to boost sales and provide enhanced customer experiences. Brand loyalty is another facet that auto dealerships aspire to improve via digital developments.
But is this possible with dynamic consumer demands? Let’s take a closer look.
What Does it Mean to Be Customer-Centric?
Customer-centricity goes beyond being simple marketing jargon. In layman’s terms, it is a business method that places the customer at the center of all activities. Doing things the customer-centric way can impact buyer journeys from start to finish and beyond.
Customers who come to your automobile dealership already expect to be the center of attention. According to Forbes, more than 75% of consumers expect businesses to predict and cater to their demands. Gone are the days when consumers are satisfied with simply being understood.
Initially, people were apprehensive about sharing their data. This outlook has evolved into an active sharing of personal information if it translated into better customer service. Use of this information needs to be handled intelligently.
While ads relating to recent searches can impact customer purchase intentions positively, displaying ads for a product or service already availed can lead to negative reinforcement. This goes against the customer-centric approach and is counterproductive for business.
Charting the Customer-Centric Omnichannel Terrain to Secure Brand Loyalty
You might think that securing brand loyalty is all the more difficult thanks to omnichannel shopping ecosystems. Over 70% of shoppers make use of more than one channel while shopping. In order to create a sense of brand loyalty when sources of information seem so disparate, it is imperative to implement the power of consistency.
If your target consumer is exposed to the same material visually and contextually, they are likely to become brand loyalists. A seamless experience from one source to another is a sure-fire way to acquire loyal customers. Two-thirds of a dealership’s competitive edge is due to friction-free experiences. When it comes to brand loyalty:
- 80% of consumers demand the option to switch between channels while shopping.
- 80% of companies invest in omnichannel shopping services.
- Companies that offer seamless transition between online and offline see a customer retention rate close to 90%.
You can deliver the best in shopping experiences for your customers with marketing consistently regardless of the channel they’re surfing.
Using Experience as a Roadmap to Creating Customer-Centric Approaches
The key element involved with brand loyalty is placing your customers at the center of your dealership’s attention. Each facet of operations ranging from employees to processes must be customer-oriented. A dealership that follows this method is better equipped to leverage data to handle customer relationships. In a nutshell they cater to consumer expectations better than most.
Customer-Centric Dealerships that are Getting it Right
- Thompson’s Toyota
The Thompson’s Toyota dealership set themselves apart by delving deep into technology. Their website is geared to process sales faster and more conveniently through the efficient usage of customer data. Ryan J. Turner, GSM of Thompson’s secured competitive advantage for his dealership by creating a three click journey to purchase.
The creativity didn’t end there. Turner incorporated their new customer-based website in their brick-and-mortar space. Sales executives used iPads to access their mobile platform to close deals much faster and easier than before.
- Galpin Motors
Galpin motors is well-renowned for their success as an auto dealership. It is no surprise either seeing as they are highly committed to their customers. They even have a Customer Bill of Rights laid out for all executives and customers to examine.
As a Galpin customer you have the rights to courteous treatment, honest information, prompt service, thorough explanations and copies of all documents amongst other things. Galpin lives by excellent customer service. 90% of their business is acquired through repeat, referral or positive reputation.
- Prime Motor Group
Prime Motor Group’s code is “no fine print, no gimmicks.” Their approach to a customer-centric service philosophy is unparalleled. Traditionally, price transparency implied knowing what goes into the price they get. Prime Motor Group with their “Prime Price Promise” used a different tactic.
They understood that a lot of the research behind purchasing a car happens online. By acknowledging a customer’s prior research and comparing their prices against the general market they created a much more comprehensive comparison for consumers. This enhances transparency and understanding between the dealership and customer.
If you’re interested in implementing a customer-centric approach for your dealership, SalesCatcher would be glad to help. Working towards adapting to an age of digital transformation is the only way forward for any industry. Cater to consumers and achieve greater agility with SalesCatcher’s Intelligent Offering (iO). Our AI orchestration platform – iOFlow, working in tandem with our intelligent RPA tool – iOBot can create a highly customized experience for each of your consumers. If you’d like to find out more our team is at your service.
