On this episode of Inside Automotive, host Jim Fitzpatrick joins automotive marketing expert and PCG Digital CEO Glenn Pash to discuss simple tactics and strategies to improve the customer experience both online and at the dealership.
Important points
1. As the auto market recovers and inventory levels normalize, dealers will need to balance leveraging incentives with maintaining their brand message and promise to consumers. Even when product availability isn't an issue for retailers, it's important to differentiate through customer service and experience.
2. Dealers need to use analytics to understand and improve the customer journey. By tracking customer interactions, such as clicks to check inventory on a website, dealers can identify and remove roadblocks like unnecessary forms, improving the customer experience and generating more leads. There is a possibility.
3. To improve the customer experience, dealers should consider direct engagement methods, such as chat features that allow for instant responses and interactions. This approach helps create seamless, transparent communication channels that mirror the in-person retail store experience.
Four. Dealers need to adjust their communication strategies across different channels (chat, phone, email, social media) to effectively meet customer expectations and preferences. Regular audits and training are required to ensure each channel delivers the intended customer experience.
Five. Dealers should maintain an active presence on the major social media platforms where their audience spends their time. It's not just about displaying vehicles, it's also about building a compelling brand personality that resonates. Dealers should consider their unique market and brand, choosing and focusing on specific social platforms to optimize online visibility and improve customer experience.
“We tend to think there's only one way [to communicate]And process or communicate in the same way across all these channels. And that's not how we really function as humans. Texting is shorthand. Emails can be long… so I think you need to plan well. And I think a lot of times we fail to plan for it. ” — Glenn Pash
