It’s important for automotive brands, car dealerships, and used car sellers to set themselves apart from the competition. One of the more overlooked ways to accomplish a goal like this is by providing the best customer service possible. Offering an exceptional customer experience builds loyalty and retains customers long-term, giving your company a pedestal to stand on over the competition.
How to improve customer service in the automotive industry
Focusing on better customer services practices in each of these elements of your automotive business can lead to happier, and more, customers.
Showroom customer service
Letting your work speak for yourself isn't just about forcing cars off the lot. It's also about greeting people, asking questions, and forming a relationship. The first time a prospective customer steps into your showroom, your customer service skills better be polished.
Automotive salespeople are highly knowledgeable about the vehicles they sell, but customers usually view them as only being interested in making a sale. Train your salespeople to ensure they focus on providing solutions to your customers’ problems, rather than just selling them a vehicle. To do this, emphasize the importance of asking questions so that customers feel their wants and needs are being met, and that your salespeople are really trying to offer them an appropriate solution.
Suggest products that will solve car buyers’ problems and highlight the pros and cons of each option. Share reviews, testimonials, and demos that build confidence. Concentrating on customer needs builds trust and long-term loyalty. If customers feel you listened to them, considered their needs, and offered a reasonable solution, they’re more likely to come back to you the next time they need a new vehicle.
Customer service for your mechanics
Your showroom isn’t the only place customers interact with your staff. If you have an automotive service centre, your mechanics are also a part of the customer experience. In fact, car owners may bring their vehicle to your dealership dozens of times for maintenance, making your service department a main touchpoint in the customer experience.
Your mechanics and service department attendants have a role to play in delighting and retaining customers. Emphasize the importance of customer service to the people in the service department. Ensure that someone in the department can clearly explain to customers what issue(s) their vehicle is experiencing, as well as its solution.
While customers won’t always understand all the technical information, your mechanics are your expert, and they should be able to provide helpful advice on preventive maintenance for next time.
After-sales customer service
It’s not just about convincing a customer to buy from you once. Retaining a customer can save you a lot of money in soft costs compared to generating new ones. Treating your customers well by making them feel important encourages them to come back to you the next time they’re in the market to purchase a vehicle. It also increases the likelihood that they’ll recommend your dealership to their friends and family members.
After you’ve made the sale, thank them for their loyalty by offering discounts or giveaways. Personalize their customer experiences and offer exceptional support when they have a question that needs addressing.
It’s also possible to use artificial intelligence (AI) and automation to determine when the best time is to reach out to car owners. Keeping track of how long it’s been since each customer’s purchase allows you to follow-up with them about important service information.
Do your customers tend to want to replace their vehicles after a certain number of years? If so, send them a personal email at a set time beforehand. For your former customers with vehicles that are around 5 to 7 years old, send emails about the importance of maintaining their car and offer them discounts to come in to have it serviced.
Why great customer service matters when you’re selling cars and trucks
Every customer is different, so personalized emails and experiences have a huge impact. Just because your customers all want to buy a vehicle doesn’t mean they want the same thing from their vehicle. Some want functionality and low cost, others want lower environmental impact, and others want social status.
The automotive industry is competitive, so it’s important for your dealership to stand out from the others. Maintaining exceptional customer service not only encourages first-time buyers, but it also improves long-term loyalty from these customers that can payoff in dividends.
Buying a car is a huge purchase, and it’s one that people take seriously. Consumers need to trust that the vehicle they purchase will meet their needs—and they need to trust the person and manufacturer selling the vehicle. That level of trust doesn’t come from a 10-minute test-drive. It comes from:
- Positive interactions with your team
- Glowing reviews
- Thoughtful customer service practices
How to improve your sales team’s customer service performance
In addition to focusing on the customer’s needs rather than on sales, there are a few things you and your team can do to provide outstanding automotive customer service. These include:
- Personalizing your services
- Offering easily accessible support
- Sharing information and testimonials on social media
- Following up with your customers
- Seeking out customer feedback
Automotive customer service is an important component of a thriving dealership. Being tactical about your approach to customer service will help your customers feel supported and empowered, rather than pressured into making decisions. When they leave with a smile on their face, they'll be encouraged to keep coming back and to recommend you to their friends, helping you so much more in the future.
This article is intended for general informational purposes only and does not constitute legal advice or an opinion on any issue. It should not be regarded as comprehensive or a substitute for professional advice.