On this episode of Inside Automotive, host Jim Fitzpatrick is joined by Glenn Pasch, auto marketing expert and CEO of PCG Digital, to discuss simple tactics and strategies that elevate the customer experience, both online and in the dealership.
Key Takeaways
1. As the automotive market recovers and inventory levels normalize, dealers need to balance the use of incentives with maintaining their brand message and promise to consumers. It is crucial for dealerships to differentiate themselves through customer service and experience, even when product availability is not an issue.
2. Dealers should use analytics to understand and improve the customer journey. By tracking customer interactions, like website clicks on inventory checks, dealers can identify and remove obstacles, such as unnecessary forms, improving the customer experience and potentially capturing more leads.
3. To enhance customer experience, dealerships should consider direct engagement methods like chat features, which allow for immediate response and interaction. This approach helps create a seamless and transparent communication channel, mirroring the in-person dealership experience.
4. Dealerships need to tailor their communication strategies according to different channels (chat, phone, email, social media) to meet customers’ expectations and preferences effectively. Regular auditing and training are necessary to ensure each channel delivers the intended customer experience.
5. Dealers should actively maintain a presence on major social media platforms where their audience spends time. It is not just about showcasing vehicles but also about building a relatable and engaging brand personality. Dealerships should consider their unique market and brand while choosing and focusing on specific social platforms to optimize their online visibility and improve the customer experience.
"We have a tendency to think there's only one way [to communicate], and we handle or communicate that same way across all of these channels. And that's not really the way we function as humans. Texting is shorthand. Email might be longer...So I think it really has to be mapped out. And a lot of times I don't think we've mapped it out." — Glenn Pasch
