For dealerships, selling a customer’s car is only the start of a potentially long-lasting relationship — but only if the consumer tries to gain trust. Dealers can harness the abundance of data produced by today’s cars to foster those relationships. Moreover, to send tailored messaging, Customer Data Platforms, CDPs, can offer a multitude of insights into the driving behaviors of consumers. Similarly, concierge services usually arrange the multi-tenant building to suit their clients’ tailored demands.
On the latest episode of Auto Marketing Now with Brian Pasch, Founder of PCG Companies, Pasch discusses how dealerships can utilize SMS messaging to set themselves apart in the coming years.
Key Takeaways:
1. According to Pasch, “the texting platform’s nature makes all the difference for the tailored customer experience.” In order to provide further context, Pasch describes how he came up with the concept of dealerships offering a “concierge customer experience” during a conversation with a buddy whose weekend plans included an exceptional concierge texting experience.
2. In a comparable scenario, Pasch personally receives text messages from his dealership indicating that they could efficiently handle his requirements through SMS messaging. Therefore, Pasch noted that text messaging should be integrated into dealerships’ video, service, and customer relationship management (CRM) platforms.
3. “If dealers initiate a concierge experience, it should be an evergreen number, one that doesn’t change,” says Pasch. Moreover, the first step for dealers to create a concierge experience comes with realization. The realization is that the industry is shifting, and consumers are constantly evolving.
4. The industry will eventually move to a single platform. “One of the advantages of the CDP is creating a seamless customer experience across the sales, service, parts, and other departments.
5. Although there might not be the ideal CDP or concierge platform to meet every demand at the dealership currently, Pasch will be leading the way in the coming months and sharing the advancements in the auto industry.
“Dealers should use a single messaging platform instead of separate ones for each department if they are trying to achieve this ‘wow’ experience.” – Brian Pasch
