Wednesday, February 04, 2009
Industry Insight: customer service
"Keep the car owner as a service customer and there’s a better chance of selling them their next car. "
The internet has partially severed the link between dealership and customer.
With car buyers carrying out the majority of their research online, the opportunity for the dealership to grab them at the front door has diminished.
Now it’s more about how good your website is and how you react to email enquiries; once anyone crosses the threshold they are already a long way down the buying route.
They still need converting, of course, but with customers shopping around online instead of on-site at the dealership, the chances to convert are fewer.
Capgemini reported that customer loyalty to UK dealers fell from 46% in 2005 to 32% two years later largely due to the impact of the internet.
It’s even more imperative, therefore, that retailers offer their customers an enjoyable experience whether buying or taking the car for service or repair.
It’s about maximising every opportunity when you do see the customer – to keep them coming back for more.
Great customer service will not automatically translate into re-purchase, although that can certainly happen.
DATED: 04.02.09
FEED: AM
The internet has partially severed the link between dealership and customer.
With car buyers carrying out the majority of their research online, the opportunity for the dealership to grab them at the front door has diminished.
Now it’s more about how good your website is and how you react to email enquiries; once anyone crosses the threshold they are already a long way down the buying route.
They still need converting, of course, but with customers shopping around online instead of on-site at the dealership, the chances to convert are fewer.
Capgemini reported that customer loyalty to UK dealers fell from 46% in 2005 to 32% two years later largely due to the impact of the internet.
It’s even more imperative, therefore, that retailers offer their customers an enjoyable experience whether buying or taking the car for service or repair.
It’s about maximising every opportunity when you do see the customer – to keep them coming back for more.
Great customer service will not automatically translate into re-purchase, although that can certainly happen.
DATED: 04.02.09
FEED: AM
