Client engagement is a valuable aspect of dealership operations. It is constantly evolving, making it crucial for car dealers to understand the best modern methods of building engagement. Today on CBT News, Mandi Fang, Vice President of Client Engagement for Cox Automotive joined the show. Fang discussed some of the most current strategies for building client engagement in the automotive industry.
Fang started the interview by talking about her role with Cox Automotive. After the events surrounding COVID-19 transpired in 2020, the company took a look at how the landscape of the automotive industry was changing. Fang oversees the division of Cox Automotive that specifically focuses on the client experience. She leads in critical areas such as client training, client support, client management programs.
“We went about doing this mainly because we wanted to focus our energies and understanding of the changing landscape that we’re in, that our clients are in, that we’re all in quite frankly,” said Fang.
Due to lockdown restrictions brought by the pandemic, people learned to utilize digital tools more than ever before. Fang explained that the acceleration of digital tools and resources in the automotive industry has led to a stronger focus in client experience. Customers have shown a willingness to embrace digital solutions. Fang said this is allowing car dealers the opportunity to solve old problems in new ways. In her words, these tools can help car dealers be more “preemptive, preventative, and descriptive” in the ways we solve automotive-related problems.
Fang concluded the conversation by talking about changes to customer satisfaction standards and how it is measured moving forward. She said it must be a requirement to use data and technology that provides a significant advantage to car dealers. The automotive industry must rely on human elements such as humor and empathy as it continues to engage clients through digital approaches that are less humanistic.
For more information on solutions and services provided by Cox Automotive, visit coxautoinc.com.
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