Last week, Integrated Dealer Systems (IDS) hosted a Dealership Insights Forum. The forum highlighted tactics dealers can employ to exceed customer communication expectations.
Village RV Business Development Manager Larry Ortman and IDS Customer Success Coordinator Sara Gauthier led the discussion. The speakers said consumers prefer communication through texting, calling and social media platforms.
The speakers said 87% of consumers trust a company more if they provide excellent customer experience, and 76% of consumers expect personalization.
“This is something that is so important to continue to talk about and to work through with everyone at the dealership,” Gauthier said. “We need to make sure everyone is on the same page, understands the expectations and raises the bar at every interactive with the consumer.”
Dealers on the webinar, including Steve Shackelford, The Great Outdoors RV Company service director, said using a fully integrated system and a texting platform promotes effective communication. Shackelford said his dealership is fully integrated with IDS and uses a customer relationship management (CRM) system with Podium, a texting platform for businesses.
Other dealers said they use texting platforms such as Chekkit and Kenect to integrate departments.
Gauthier addressed customer experience statistics, noting 90% of consumers anticipate immediate responses from dealers, and 65% expect faster response times compared with five years ago.
Ortman said his dealership requires employees to proactively communicate with consumers in their preferred communication method.
“Consumers are becoming very particular in how they want to be dealt with, and their expectations are only on the rise,” Ortman said. “We have to be able to rise to meet them.”
The forum also highlighted social media’s rising use. The speakers said 67% of consumers find social media communication more convenient.
Gauthier said, “It is important to think about your plan and your communications not only in the realm of telephone, texting and email, but also potentially on social media.”
The forum addressed negative experiences’ impact. Gauthier said 59% of consumers leave a company after a single bad interaction. Also, 56% of consumers quietly switch to a competitor after a negative reaction, even though consumers rarely complain about the negative interaction.
If consumers had a bad dealership experience, forum speakers suggested following up by email. A personal email or phone call gives consumers a way to express their frustrations in a private setting.
Gauthier said, “The empathy piece in communication is important in terms of making sure to express empathy when things go wrong in certain situations.”
The forum speakers said by forming a personal relationship with consumers and keeping up communication in their preferred method, consumers are more likely to buy from that dealership.
To watch the IDS forum, click here.
