Customer expectations are higher than ever. For dealerships, this means every department must commit to delivering an exceptional experience—even as those expectations continue to evolve. But what do modern dealership customers truly expect?
Since the onset of COVID-19 in 2020, conveniences like mobile service, vehicle pick-up and delivery, online purchasing, and customizable communication preferences have accelerated in adoption. While these aren’t entirely new, they signify a major shift in consumer expectations, shaped by what’s known as the “Experience Economy.” This concept goes beyond providing quality products or services; it’s about delivering solutions that transform the customer’s world with less effort on their part.
To succeed in this environment, dealerships must start by aligning their staff with their core differentiator: the unique identity that sets them apart and cannot be easily replicated. This differentiator, often referred to as a unique selling proposition (USP) or brand promise, forms the foundation for consistently exceptional customer experiences. Once clearly defined, this identity becomes the backbone of your dealership’s strategy for meeting and exceeding customer expectations.
The next step is leveraging this identity to create a repeatable and scalable experience across every visit, every customer, and every store. While franchise dealerships often carry similar vehicle inventories, the car itself is just one part of the overall experience. Equally important are the processes and tools that drive seamless operations. Great processes can be enhanced by the right technology, but broken processes will only be magnified by technology, leading to inefficiencies and frustrations.
A prime example of this is incorporating photo and video capabilities into the service department. This technology can reduce customer doubt and save time by eliminating the need for a second opinion. However, if your service advisors and technicians lack strong communication skills, adding technology only complicates matters. Technology must complement well-functioning processes to create a better experience.
Customer communication is another cornerstone of an amazing dealership experience. Preferences for communication channels have shifted significantly, with customers expecting options beyond phone calls and texts. Tools that offer a “pizza tracker” interface for service updates can enhance transparency and engagement, while targeted email campaigns featuring VIN-specific inventory simplify the car-buying process. By tailoring communication efforts to meet customer preferences, dealerships can significantly reduce friction in the customer journey.
To identify areas for improvement, managers should ask themselves: “How effortless is the purchase process?” and “How simple is service scheduling, lane reception, and advisor interaction?” Regularly reviewing CSI scores and dealership ratings can provide valuable insights. If customers aren’t at the center of your business decisions, they’ll put your dealership at the bottom of their list. Data-driven insights should guide continuous improvement efforts to ensure that every department aligns with your dealership’s brand promise.
Along with the insights you uncover, training and accountability among dealership staff are vital to creating a customer-centric culture. Proper training programs should focus on reducing customer effort and delivering consistent excellence across all touchpoints. But operational excellence alone is not enough. The best dealerships also focus on creating moments of unexpected delight, a concept known as “unexpected hospitality.” These moments are about surprising customers with gestures that exceed their expectations and leave a lasting impression. Simple, thoughtful actions like giving roses to moms on Mother’s Day or offering Uber Eats to customers waiting during lengthy F&I processes can transform routine visits into memorable experiences. These small gestures show that your dealership values its customers and is willing to go the extra mile to make them feel appreciated.
A helpful ratio to use is the 90/10 rule, which serves as a guideline for balancing priorities: dedicate 90% of your effort to operational excellence and 10% to creating memorable moments of delight. These small surprises can significantly enhance customer loyalty and set your dealership apart from competitors.
While technology and processes are critical components, they mean little without the people who execute them. Ensuring your team is well-trained, motivated, and aligned with the dealership’s mission is vital. Every interaction with a customer—whether it’s during a sales consultation, a service appointment, or a follow-up call—should reflect your dealership’s culture and commitment to excellence.
For dealership managers, fostering a culture of continuous improvement is equally important. By focusing on the customer journey as a whole and identifying pain points, you can find opportunities to streamline processes and enhance experiences. For example, how easy is it for customers to schedule service appointments? Are service lanes welcoming and efficient? Does the advisor interaction leave customers feeling informed and respected? These small details collectively shape the overall dealership experience.
Ultimately, customers encounter many touchpoints where your dealership can earn their loyalty, but it only takes one negative experience to drive them away. Every department—sales, service, and beyond—must align under the shared goal of reducing customer effort while enhancing satisfaction.
In today’s competitive automotive market, creating a dealership experience that feels effortless and enjoyable is the key to success. By embracing the principles of the Experience Economy, leveraging technology alongside strong processes, and surprising customers with thoughtful gestures, you can transform ordinary visits into extraordinary experiences. The result? Loyal customers who choose your dealership time and time again.
