Running a car dealership and running a vehicle repair shop is equally challenging. Why? There are a couple of reasons, but let’s focus on one that is underrated in current times.
Customer Experience!
Imagine yourself as a customer walking into a car showroom. And then you spot dirty floors, sloppily dressed staff walking about, and an unkempt lounge area that just stinks literally and aesthetically. Maybe the guy that receives you is dressed well at least. But ask yourself if you would stick around in such a place talking about purchasing a car from them.
I wouldn’t.
Apply the same to a workshop. You want your car repaired. And like all of us, we have a notion about the mechanic being covered in dirt, grease and grime. You are repulsed and don’t want to find another mechanic because it will likely be the same anywhere you go. You’ll want to leave as soon as your car is repaired.
For owners of both businesses, getting things right so the customers won’t feel awful is not an easy challenge. The customer’s journey and experience is what you should be looking into first, if you are in the automotive industry. Because that’s where your brand can build itself up.
From that first Google search to the final handshake, every interaction with a customer shapes their opinion of your brand.
That said, there are a couple of practices that will help you elevate customer experiences and make your auto business the talk of the town.
Ensure A Rock Solid First Impression
This starts from the entranceways. You have only a few seconds once the customer walks in, to earn a place in their thoughts. And those thoughts should be positive. Invest in ensuring a great first impression. Start by offering a professional, neat environment even if it’s a workshop. If it’s a dealership, make sure the front lobby employees (the first ones facing the customers) are adequately dressed. Employees wearing shirts and jackets branded with your logo adds to the professionalism while giving a message that your brand cares for your own. Additionally, you can also have welcome mats with your logo and customized coffee mugs and cups to complete the welcoming.
Engage In Social Media; Identify In Person
To make the experience truly feel personal and warm, you can “identify” the customer walking in. This scenario is circumstantial. But if you play your cards right, it can guarantee that the customer will love the experience. For this, amp up your social media game. Post engaging content that encourages followers and page visitors to comment. Dealerships can post creative promos of the vehicles while workshops can go for some behind-the-scenes peeks, staff spotlights, or before/after videos. Once the comments come, make sure to reply to them personally and build a rapport. If you can convince a customer through social media to visit your business, prepare beforehand to identify them. This can be tricky but doable. Once they enter and when you greet them by identifying them, the experience would be more personal and the likelihood of conversion goes up significantly.
Give The Service & Spare Parts Department A Facelift
For a dealership, this is super important. A vast majority of customers are more likely to purchase another vehicle from the dealership if they get a great experience from the service department. For starters, the department can have a comfy waiting area and clean surroundings. Also, make the branding more visible by outfitting the service staff with uniform polo shirts featuring your brand’s logo. You can get a more refined appeal with the uniform by going for a blank pullover underneath a branded tactical vest. The last thing is to just be transparent about prices and timelines, so the customers don’t feel like they just got surprise bills.
Turbocharge The Experience With Something On The House
Not a lot of dealerships or workshops go the extra mile. The former just wants to sell a vehicle for profit while the latter gets paid for the service. The transactions end there. But you don’t have to end it there, because this is yet another opportunity to enhance the customer’s experience. You can offer a free car wash with every service or sign them up for a loyalty program with reasonably good perks that the customer would want. You can also hand out personalized merchandise to customers who will be spending a lot at your business. Cross-promotions also work, where you can partner with local businesses. The idea is to offer a voucher to customers which they can redeem at one of those businesses while the partnering businesses promote your brand’s services.
Handle Bumps Gracefully
Even the smoothest rides hit potholes sometimes. Mistakes may occur. Customers will be venting their feelings. But if handled gracefully, you can turn a negative into a positive, which subsequently boosts customer loyalty. This means owning up to mistakes and offering fair solutions. The staff should be trained well enough to handle complaints diligently and with grace.
Wrapping Up
Creating awesome customer experiences isn’t a one-and-done deal. It should be an ongoing process, and must be invested in. For proper team outfitting, investing in a reputed brand like Port Authority wholesale apparel keeps your spend minimum. Setting up the environment is just as important, where the goal is to not make it too bland or too flashy. It just needs to be very relaxing and aesthetically pleasing. Ultimately, fine-tuning your approach to serving customers can make a big enough difference. In the auto biz sector, word-of-mouth can make or break your business. Give your customers an experience that’ll make them want to endorse your brand.
