ustomer experience has been and will continue to be top of mind for marketers these days. And for good reason. Positive experiences generate more revenue, brand loyalty, and repeat purchases. On the other hand, a poor experience can have extremely negative ramifications, damaging brand reputation and causing customers to quickly flock to the competition. In fact, according to Gartner, in just a few years, 89% of businesses will compete mainly on customer experience. And by 2020, the customer will manage 85% of its relationship with an enterprise without interacting with a human. This means that the customer experience will quickly overtake price and product as the key competitive differentiator among brands. The status quo for so long has been about marketing a great product or service at the right price, and you will have a constant flow of new customers. Dealerships must quickly come to terms that this is no longer the case, or won’t be for much longer. Consumers demand a great experience across multiple channels, and are willing to pay more for it. This infographic explains three aspects to a great automotive customer experience: Learn more here- http://www.datamentors.com/blog/3-must-haves-best-auto-customer-experience

1. 3 Must Haves
for the Best
Auto Customer
Experience
Experience Matters
of consumers would buy from
a dealership with a preferred
experience, even if it didn't have
the lowest price
of highly satisfied consumers
would purchase from the
same dealership again
Perhaps in the past the most successful automotive dealerships in town were those with the
lowest prices, but dealerships can no longer compete on price alone. Dealership customer
experience has become the new competitive advantage for dealerships to acquire and retain loyal
customers- and dealerships who don’t adapt will be face a challenging future.
54% 87%
of consumers would visit
dealerships more often if the
buying process was improved
72%
Online Access is Imperative
of car shoppers prefer a dealership where
they can begin the purchase process online90%
expect the ability to configure a
payment on a dealership’s website
70% want to complete credit application and
financing paperwork online
72% want to begin the negotiation
process on their own terms and
preferably online
56%
In-Store Tech is a Necessity
20%-30% of the space in dealerships will be allocated to technology in the next
few years. Investments in digitization worth $500 million to $5 billion are expected from multiple
vehicle OEMs and dealer groups in Europe and North America in 2016.
53%of consumers would be interested in access to an
interactive touch display that provides information on the
available models during a visit to a showroom
48%would like to be able to take a
virtual test drive at the dealership
42%would like text messages about service updates,
recall notices, and maintenance information
Personalization is Expected
Changing dealership
communications to customers
from “not customized” to
“very customized” increases
relationship strength by
42%
Improving messaging
relevance, or how applicable
it is to the customer’s
current needs, increases
relationship strength by
43%
51% of consumers say personalization
in dealership emails by models, styles, or
colors they’re interested in encourages
them to engage
22%of consumers say having a
dealership email personalized to them
based on their location is most important
32%of consumers say they feel
irritated when sent irrelevant or impersonal
emails from a car dealerships
73% of consumers prefer to do
business with brands that make their
shopping experience relevant
In order to keep up with the modern consumer, dealerships but be cognizant of quickly
increasing demands for improved experiences both on and off the lot. In order to acquire
and retain customers, dealerships must optimize websites to provide the information
customers want, integrate technology to provide more efficient experiences, and capitalize
on customer data to deploy relevant and personalized messages.
Learn more about the modern auto consumer, and how data-driven marketing can boost
you dealership revenue at www.relevateauto.com.
By
Sources
1. Capgemini, “Cars Online Report”
2. Autotrader, “Car Buyer of the Future Study”
3. CDK Global, “Connected Store Survey”
4. Accenture, “What Digital Drivers Want”
5. Morpace Omnibus, 2014 Survey
6. Frost Sullivan, “Executive Outlook on the Future of Automotive Retail”
7. Peppers & Rogers Group, “Turning the Corner in Automotive Marketing”
8. G/O Digital, “Appealing to Today’s Auto Buyer”
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