[September 2015] According to a 2014 J.D. Power study, consumers spend an average of 14 hours on the Internet researching new vehicle purchases prior to even entering a dealership. Digital transparency has led to potential customers continuing to access that information at the dealership via their smartphones or tablets, with vehicle pricing being the most frequently accessed content (61%).
With information so accessible, how is an auto dealership able to meet customer pricing demands and still increase profit margins? In many instances, the answer comes down to customer service. Here are some ways to ensure your dealership is doing all it can to attract and retain happy customers and ensure that profit margins continue to grow.
Staff training
One of the best ways to make certain your customers are receiving the best possible customer service is making sure the dealer and service staff receive adequate training. Not only do they need to know how to treat a customer well, they also need to easily access the resources that allow them to answer questions, quickly access pricing for special features, parts, customizations and manufacturer updates.
Service Department Accountability
Goals and policies need to be set for the entire service department to ensure staff members are contributing towards goals and that customers are receiving excellent customer service during each transaction. Using a comprehensive Customer Service Management (CRM) tool such as mv360 is key for pulling up information about each customer, and tying that information back to their specific vehicle in real-time. You’ll not only be able to attend to their needs, you’ll also be able to proactively predict future needs.
Open Line of Communication
An open line of communication between the dealer and its respective manufacturer goes a long way to treating a customer right. Immediate knowledge about shipments, recalls, access to parts orders, warranty and claims information will allow the dealer’s staff to do a better job, and create a happy customer who will choose to continue servicing their vehicle at the dealership. When it comes time to purchase their next vehicle, going back to that dealership should be an easy, painless choice.
The Solution
CuroGens’ mv360 is an easy to use, seamless, affordable solution that enables improved communication between a motor vehicle manufacturer and its dealer network. Using Microsoft Cloud solutions including Microsoft Dynamics CRM and Windows Azure, mv360 allows for real-time sharing of vehicle sales, ordering and service. Download the mv360 product sheet or contact us at learnmore@curogens.com for a free demo.