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In the past, a visit to a car dealership’s customer service department was much like a visit to the dentist: an appointment filled with long wait times and much trepidation about the results.
While there still may be some trepidation on the sticker shock of your vehicle’s maintenance bill, automotive customer service and customer service retention has been much improved thanks to progressive practices and technology.
The Goodwill Dealership Ambassador. At higher-volume dealerships that require a bit of a ‘traffic cop’ to direct customers to varying departments, a greeter has come to serve as not only a dealership ambassador but also as a key part in a dealership’s customer service plan. A greeter’s role also expands beyond the typical greetings to an incoming customer: they serve as a multi-functional customer service representative who can handle the setting of service of appointments, sales or service calls that require a return message and notifying the appropriate personnel that you’ve arrived for your sales or service appointment.
Online, All the Time. Thanks to the emergence and improvements of the Internet over the better part of the last two decades, automotive dealerships have come to utilize the dealership’s public face – the website – for more intuitive customer service. By implementing a simple submission or request form on their website (where such information as model, mileage and needs is requested), a customer now has 24/7 access to their dealership’s service department. The submission form can also serve another purpose as the information can then be submitted into a database for the dealership’s marketing efforts, including direct mail pieces for upcoming Sales events and Service specials.
The Reach of Text. In concert with having a direct email marketing campaign, short message service (SMS) – the text component of your wireless or web communications device – serves as yet another element in the evolution of automotive customer service programs. SMS can serve a dealership in a number of ways: it offers customers an ‘opt in’ to get up-to-the-minute information regarding the service status of their vehicle, the latest sales promotions and coupons.
As time marches on, car dealership marketing and other automotive customer retention
Initiatives will continue to improve. The continued progressive practices and the institution and utilization of technology has helped relieve that trepidation and made a visit to a car dealership a pleasant one.
~ Missy Jensen, Social Media Manager at DMEautomotive
Missy designs, deploys and maintains the social media initiatives for DMEautomotive in an effort to increase brand awareness, distribute company and industry news, provide updates on products and services and promote consumer engagement. Missy enjoys the process of learning; researching and watching projects come to fruition!
Prior to her transformation into a web specialist and work with DMEautomotive, she has 10 years of experience in the marketing and communications industry. Missy served as the Director, Handicapping & Communications for a regional golf association and helped successfully launch and maintain a cutting edge technology-based ticket resale program on behalf of the St. Louis Cardinals.
Missy attended St. Lawrence University where she graduated Magna Cum Laude with a BS in Psychology. She also holds a Master’s Degree from Miami University in Oxford, OH. She can be reached at email@example.com and check her out on LinkedIn.