Industry Spotlight: Automotive Customer Service
The automotive industry has been a-wash with advancements in technology throughout the past few years. So much so, that in the current marketplace, the quality and innovation of a car is much less of a competitive advantage than it has been in previous years. To help with this competitive differentiation, here enters customer service.
Yes, you guessed it: automotive customers are looking for top-class customer service, guarantees and after-sale care to decide which manufacturer they choose to invest their time and money with.
In fact, in the most recent UKCSI report (January 2017) all other sectors were cited as showing improvement across the last 12 months, whilst automotive customer service remained flat…
So, with that in mind, here are 3 of the simplest ways for you to accelerate your customers’ experience after the sale…
1. Harvest Customer Opinion
There are a number of ways in which your contact centre can help you to harvest customer opinion and, ultimately, greatly improve the quality of your customer service.
Harvesting customer opinion/feedback…
- Allows you to make improvements
- Identifies customers at risk
- Identifies brand advocates
- Measures general customer satisfaction
And how can we get it?
- Social Listening – Recording feedback received via social media using a CRM, as well as responding to both positive and negative feedback.
- Contact-us Forms- Making it easy and convenient for customers to leave their feedback/opinion.
- Survey Data- By compiling reports based around survey data and customer behaviour.
As well as wanting options when it comes to vehicles, deals and guarantees, customers also want options when it comes to contact methods. Customer Service has surpassed the days of telephone-only contact. In fact, econsultancy found that 83% of consumers require assistance when making a purchase.
Your customers’ convenience should be factored in when deciding upon your contact methods, opening hours, multi-lingual support etc.
3. Personalised Customer Experience
Listening to your customer will ensure that you’re able to personalise your customer experience- something regularly cited as a must by consumers.
Greet the customer using their name and introduce yourself, as well. The customer service team should feel empowered and able to make their own decisions when it comes to interacting with customers.
Although IVRs and automated systems can be incredibly helpful tools in certain situations, nothing creates a better customer experience than speaking to a friendly, knowledgeable and efficient individual, who has taken the time to understand your query and catered their approach to your situation.
The best candidate for your customer service team should have knowledge or a passion for the automotive industry- understandably, your customers will feel more confident in your brand if the Advisor knows their stuff!
In a nutshell, a positive customer experience can make all the difference when it comes to lengthy contracts and long-term purchases… Although you may have your customer for the next 24+ months, your goal should be to keep them indefinitely- this is where customer service becomes the competitive differentiator. After all, the stats on customer loyalty and retention speak for themselves…
There is a 5-20% probability of selling to a new prospect, and a 60-70% probability of selling to an existing customer. (Marketing Metrics)
70% of buying experiences are based on how the customer feels they are being treated. (McKinsey)
80% of your company’s future revenue will come from just 20% of your existing customers. (Gartner Group)
91% of unhappy customers will not willingly do business with you again. (Lee Resources)
If you want to find out how we can help you with your customer service needs, then simply get in touch.
You can also find us on: