For Optimal Customer Service at the Dealership, Look to the Omnichannel

If you’re in need of customer service, you have quite a few more options when it comes to getting help that far surpass calling into your dealership. The digital age has made it possible for customer service reps and consumers to speak on a variety of levels, from live chat to social media interaction. While voice communications are on a decline, experts agree, it’s about offering service on many levels, including the old ones.

Did you know that the multichannel experience means twice as many year-over-year improvements in customer satisfaction compared to peers using only a single channel? Examination findings from Aberdeen Research have proven this, and so it behooves businesses to start thinking about ditching the single channel solution and move toward a model that incorporates the various methods of communication out there.

Customers today demand higher quality, competitively priced vehicles and improved service options while dealerships are continually tasked with striking the balance between service quality, efficiency and effectiveness, and revenue generation, cost cutting and profitability.

According to Deloitte, auto retailers should focus on the following:

  • Engaging customers during their research phase
  • Managing cross-channel customer touchpoints
  • Maintaining efficiency during transactions
  • Aligning store formats with digital experiences
  • Managing competition
  • Engaging customers throughout the lifecycle

Implementing a truly all-inclusive customer experience model that utilizes the dealership as the foundation for an omni-channel approach is critical. Integrating everything from online support to tracking customer interaction has proven to be successful and is not just good customer service, but distinguished engagement.

There are a number of touchpoints where customers can communicate with customer service staff at the dealership. At each of these, dealerships have the opportunity to create a positive impression. There’s email, live chat, in-person at a brick and mortar location, and via social media. Of course, dealerships should never leave out the telephone, at least not just yet.

While we’re in the age of the savvy digital consumer, not everyone enjoys getting help from a screen. Sometimes the customer needs tried and true human interaction, and incorporating this into a multi-pronged approach will up your chances for a positive customer experience.