In the 1980's, nobody had heard of the world wide web. We weren't surfing the net for information, buying things online or playing games on facebook. In 1993 there were only 623 websites. By 1994 that number had grown to 10,022 and in 1995 the number rose to over 100,000*. The Internet continued to grow at lightning speed. By the end of 2011, the number of Internet websites exceeded 366 million.
We can all agree the Internet revolution took the world by storm. The birth of the digital age gave a whole new meaning to that popular slogan, "let your fingers do the walking" by instantly putting a wealth of information at our fingertips. The "face of the customer" evolved as well. The uninformed customer will soon be extinct as more and more people young and old continue to venture out in the world of the Internet. Today's customer is more often than not, educated about the product they desire. They have spent countless hours researching the product, reading customer reviews and comparing prices. The automotive Internet customer is no exception. This customer is armed with information, assuming responsibility for their buying decision.
The automotive industry has struggled somewhat with how to interact with their potential customers. The availability of so much information is continually changing the way dealerships not only obtain customers but also how they retain them. What many dealerships fail to realize is that the customer's focus is not solely about price. Customers want a reasonable price, transparency, consistency and to like you.
Price - It is estimated that a customers decision to buy generally follows the 20/80 rule. That means the customer is 20% focused on price and 80% on customer experience. This rule further validates the belief that the dealership must offer their customer a "complete package" type of experience. A low price is simply not all the customer is looking for, and a store that overlooks the importance of customer experience will lose out in the end.
Transparency - You can be sure that customers have a mental list of questions (perhaps even a written list) and they are looking for answers. They will not be satisfied with answers to only some of their questions. Remember, the Internet customer is looking for a dealership where they can get it all. If you aren't answering ALL their questions they will not be satisfied. Transparency takes away doubt and increases the customers feeling that they are being treated fairly.
Consistency - Dealers must provide a consistent environment both online and off. Say what you mean, and mean what you say! If a dealership provides an Internet customer with a discounted internet price, they better be prepared to honor it in the store. If the customer sees inconsistency they will become defensive and believe the dealership is being less than honest. Do you claim customers will receive excellent customer service? Best deals in town? The claims you make are promises to the customer. If you don't follow through with the promises you make, your store's reputation will suffer and customers will not believe what you say.
Is it love - When we get right down to it, customers are no different now than they were 20 years ago. The only thing that has changed is the way many of them go about collecting the information they need. Customers want to buy from someone they like. They want to work with an honest person and a place where they feel comfortable and welcomed. Do your customers leave singing "I Like It, I Love It, I Want Some More Of It"?
Today's customer can easily find out what other customers think about a business. The digital age has opened up a number of ways for customers to leave their feedback about their experiences. Are you leaving your customers with the right impression? Did you provide such an excellent customer experience that they will be your customer for life? Review sites are your personal report card. Your "grade" is a direct reflection of the effort you put in, your attentiveness to detail and the personality you displayed. If you didn't get an "A" maybe it's time for an honest evaluation of self.
Rexanne Smith
Queen of Cars
(205) 989-4238
Transparency - You can be sure that customers have a mental list of questions (perhaps even a written list) and they are looking for answers. They will not be satisfied with answers to only some of their questions. Remember, the Internet customer is looking for a dealership where they can get it all. If you aren't answering ALL their questions they will not be satisfied. Transparency takes away doubt and increases the customers feeling that they are being treated fairly.
Consistency - Dealers must provide a consistent environment both online and off. Say what you mean, and mean what you say! If a dealership provides an Internet customer with a discounted internet price, they better be prepared to honor it in the store. If the customer sees inconsistency they will become defensive and believe the dealership is being less than honest. Do you claim customers will receive excellent customer service? Best deals in town? The claims you make are promises to the customer. If you don't follow through with the promises you make, your store's reputation will suffer and customers will not believe what you say.
Is it love - When we get right down to it, customers are no different now than they were 20 years ago. The only thing that has changed is the way many of them go about collecting the information they need. Customers want to buy from someone they like. They want to work with an honest person and a place where they feel comfortable and welcomed. Do your customers leave singing "I Like It, I Love It, I Want Some More Of It"?
Today's customer can easily find out what other customers think about a business. The digital age has opened up a number of ways for customers to leave their feedback about their experiences. Are you leaving your customers with the right impression? Did you provide such an excellent customer experience that they will be your customer for life? Review sites are your personal report card. Your "grade" is a direct reflection of the effort you put in, your attentiveness to detail and the personality you displayed. If you didn't get an "A" maybe it's time for an honest evaluation of self.
Rexanne Smith
Queen of Cars
(205) 989-4238
No comments:
Post a Comment