"Differentiating Your Dealership"
Innovate and Excel: How to Create Your "Destination Dealership"
The big question - How do you push your own dealership to the next level and make the designation of “destination dealership” attainable. You hear time and time again how important the customer experience is, but what can you do to truly differentiate your dealership from the competition? Technology is the first step.
A large percentage of consumers still don't
enjoy the car buying journey, but as the
second biggest decision (over buying a house),
it's never really going to be simple or
straightforward as buying clothes or something
from Amazon. The automotive industry has
worked hard to put customers at the forefront
of everything we do, but can you do more?The big question - How do you push your own dealership to the next level and make the designation of “destination dealership” attainable. You hear time and time again how important the customer experience is, but what can you do to truly differentiate your dealership from the competition? Technology is the first step.
The big question - How do you push your own dealership to the next level and make the designation of “destination dealership” attainable. You hear time and time again how important the customer experience is, but what can you do to truly differentiate your dealership from the competition? Technology is the first step.
What Problems are in Your Dealership Right Now?
Often, dealerships use systems that consist
of products and software from multiple
vendors. While you might not see this as an
obvious problem, this approach causes major
inconsistencies within your business. Your
processes can be extremely inefficient, time
consuming, and error-prone, creating an
overall experience that’s frustrating for
both your employees and customers.
For example, think about how many times you
have to input data or customer information
throughout the car buying process. Not only
has the customer had to share their same
information with your dealership multiple
times, but you will also likely have to
contact them after their purchase to correct
or gather missing information. This may not
sound like much of a hassle, but it causes
issues that snowball into bigger problems,
resulting in lost time, money, and
business.
Does that sound like a “destination
dealership?” Is the experience provided one
that makes customers excited to buy from
your showroom? You need an approach that
lets you maximise profit, simplify
processes, and keep customers excited and
engaged.
What Problems are in Your Dealership Right Now?
Often, dealerships use systems that consist
of products and software from multiple
vendors. While you might not see this as an
obvious problem, this approach causes major
inconsistencies within your business. Your
processes can be extremely inefficient, time
consuming, and error-prone, creating an
overall experience that’s frustrating for
both your employees and customers.
For example, think about how many times you
have to input data or customer information
throughout the car buying process. Not only
has the customer had to share their same
information with your dealership multiple
times, but you will also likely have to
contact them after their purchase to correct
or gather missing information. This may not
sound like much of a hassle, but it causes
issues that snowball into bigger problems,
resulting in lost time, money, and
business.
Does that sound like a “destination
dealership?” Is the experience provided one
that makes customers excited to buy from
your showroom? You need an approach that
lets you maximise profit, simplify
processes, and keep customers excited and
engaged.
Can Technology Really Set You Apart from the Dealer Down the Road?
The answer comes down to how the technology
is built. It has to connect every
interaction from every department to a
single customer record. This is referred to
as the “built as one” approach. A system
built this way eliminates the
inconsistencies that appear in your
dealership, streamlining processes for you
and your customers. It shares information
across solutions and departments, creating
opportunities to personalise the sales or
service experience to each customer. This
helps the customer feel in control of their
sales process, their vehicle, and their
relationship with the dealership.
Imagine using an iPad that assists the
salesperson through each step of the buying
process with every customer. They can access
the customer’s information and buying
history, as well as pull up available
inventory all from the palm of their hands.
The chosen vehicle and deal are then
available in a tool that lets the customer
interactively customise the vehicle with
things like accessories right there. The
customer stays engaged through the entire
process and feels ownership of the vehicle
before even signing the paperwork. They are
then highly engaged with an interactive
device that empowers them to select finance
and insurance options that best fit their
needs.
Can Technology Really Set You Apart from the Dealer Down the Road?
The answer comes down to how the technology
is built. It has to connect every
interaction from every department to a
single customer record. This is referred to
as the “built as one” approach. A system
built this way eliminates the
inconsistencies that appear in your
dealership, streamlining processes for you
and your customers. It shares information
across solutions and departments, creating
opportunities to personalise the sales or
service experience to each customer. This
helps the customer feel in control of their
sales process, their vehicle, and their
relationship with the dealership.
Imagine using an iPad that assists the
salesperson through each step of the buying
process with every customer. They can access
the customer’s information and buying
history, as well as pull up available
inventory all from the palm of their hands.
The chosen vehicle and deal are then
available in a tool that lets the customer
interactively customise the vehicle with
things like accessories right there. The
customer stays engaged through the entire
process and feels ownership of the vehicle
before even signing the paperwork. They are
then highly engaged with an interactive
device that empowers them to select finance
and insurance options that best fit their
needs.
With information stored in a single system and accessible to all departments, it’s easier to track customers and deals throughout the process. This information allows you to better target customers with offers and services, increasing their likelihood of returning to your showroom for future purchases. A single system is the only approach that can help you become a “destination dealership” and provide the unique retail experience customers expect. How much longer can your dealership sustainably operate in its current way? It’s time to make a change and prepare for the future.
With information stored in a single system and accessible to all departments, it’s easier to track customers and deals throughout the process. This information allows you to better target customers with offers and services, increasing their likelihood of returning to your showroom for future purchases. A single system is the only approach that can help you become a “destination dealership” and provide the unique retail experience customers expect. How much longer can your dealership sustainably operate in its current way? It’s time to make a change and prepare for the future.