By 2020, customer experience will overtake price and product as the key brand differentiator (Walker), and communication is key to setting the stage.
Back in the day, we had one option to get in touch with a customer: a phone call. Now, open any one of our devices and there’s Pandora’s box of communication, take your pick.
So, what’s the secret behind managing this plethora of outlets in relation to our customers? Do you call, text, send a video, Facebook message, Vox, FaceTime, email? There has to be a frontrunner, right?
We can’t tell you what the secret is, but we can tell you where to find it. There’s only one place to uncover the secret of communication… and that is through your customer.
Think about it, do you approach every sale the same way? Of course not. There are endless variables that change depending on who you’re dealing with. Selling to a 65-year-old with a “Make America Great Again” bumper sticker will be different than a 24-year-old rolling up in a Prius.
So, if we don’t sell to everyone the same way, why would we communicate to everyone the same way? Instead of having a homogeneous method of reaching customers across your dealership, consider leaving it up to them.
Do you ask new customers how they would like to communicate?
A simple question that can eliminate a lot of unreturned calls, emails, and wasted time. Find out what works for them, and when. There’s nothing more annoying than getting a voicemail about your carburetor in a work meeting. The more you know about your customer – age, marital status, work life – the easier it is to get in touch with them.
Are you ready for the answer?
Chances are, that Prius-driving 24-year-old isn’t going to prefer chatting on the phone with you. Statistically speaking, his preference would be texting. Texting and Video may sound like new and innovative ways to communicate but to your 35 and under customers, it’s the norm. Is your dealership ready to communicate with a new generation?
“Customer experience is the new marketing. It’s the most important thing we do. We have the most demanding customers on the planet. Customer experience better be at the top of your list when it comes to priorities in your organization.”
Find out how Authntk Walkaround Videos Email & Texting services can get you in the communication game today! Try it right now for free here!
