At a time of unprecedented change in automotive retail, meeting constantly evolving customer expectations is a key challenge for dealerships. Digitisation is a core part of this, including the implementation of the right technologies to support seamless online-to-offline experiences for buyers. This allows effective showroom systems and processes to be put in place, along with internal efficiencies and communication tools that enhance customer journeys.

Navigating through these challenges is the focus of the new edition of CitNOW Group’s annual automotive report, Uniting Customer and Retailers Through Technology. Released at AM Live, it contains vital insights on buying experiences, both from retailer and customer perspectives, and details how technology can deliver the faster, smoother and more insightful communications they’re looking for. In this blog, we’ll summarise the findings of the report across three key areas: responsive communication, good customer management, and enhanced experiences.

Responsive communication

Customers lead increasingly busy lives, and if they’re interested in buying a particular car, they want a rapid response to any contact they make with a dealership. Indeed, our research found that almost a quarter of car buyers expect to receive a response inside half an hour, with the majority expecting one inside three hours.

Such fast turnaround times demand sales staff to be on their toes. The best way to achieve this is through technology that can alert staff in real time when new enquiries are received. Sales teams are then able to send responses straight away, and if the enquiry is made outside working hours, automated ‘holding’ responses can be sent instead.

If this technology is embedded into a wider lead and customer management system, sales teams can also ensure that they deliver the strong service that customers still value. That’s because staff can take ownership of a lead, and ensure that every response customers receive throughout the journey is professional, consistent and personalised. It’s also worth noting that more traditional methods of communication are still favoured: according to our report, 42% regard good customer service as a top priority, and still prefer phone and email as their main communication methods.

Good customer management

Two-thirds of customers want to be contacted by dealerships using the same method they used to make their initial enquiry. This prevents the frustration that often arises at the customer’s end when they have to repeat information because a different channel is used, or a different salesperson has taken over their enquiry. Good enquiry management is essential to achieving this, as it enables staff to see how a customer has enquired and then respond in kind.

This also pays dividends when putting together customer journeys that combine online and offline touchpoints at different stages, as sales teams can easily keep track of where, when and how a customer has interacted with the dealership. This is one of the biggest challenges that retailers are facing today, and the potential to drive extra conversions and profitability is substantial for those who can get these seamless journeys right.

Enhanced experiences

Car buyers are always looking for as much information as possible on a prospective purchase, so they can make informed buying decisions. In today’s retail landscape, that goes a step further: many consumers now expect personalised information from retailers, delivered promptly and even proactively, that addresses their specific areas of interest.

Some 43% of car buyers say they’re more likely to buy a vehicle if they receive a personalised video from a dealership as a response to their initial inquiry. This is most easily managed if a video communication platform is integrated with lead management, so that there is an accurate record of all customer communication in one central place.

It’s important to deliver this level of personalisation so that customers feel valued and confident in making such a significant purchase as a car; a technology platform that records email, text and telephony interactions, whilst integrating video, is key to achieving this. Additionally, given the current long lead times for new car purchases, reminders to update the customer can be easily implemented, helping to manage customer expectations and maintain their interest while they wait.

Overall, by treating buying journeys as experiences rather than transactions, customers are more likely to build emotional connections with a retailer and come back to buy from them again in the future, be it for their next purchase or aftersales services.

In summary

The report has highlighted many key trends around what customers want from a sales journey, from enquiry through to purchase and beyond. At every stage of that journey, a sales management platform is the focal point that can bring everything together, to ensure seamless and efficient processes are in place that can deliver the experience the customer desires.

Dealerweb’s sales and lead management platform Showroom and React are ideal for taking customer communications and buying experiences to the next level. Find out more on what we can do for your dealership here, and get more detailed insights by reading our full report.