In my last article I spoke about what a first class customer experience is and touched on two aspects , first the physical and then the emotional
In pt 2 we'll discover exactly what they are and how to put them in motion in your dealership . Let's look at the physical aspect.We all agree that great products and service are of great importance, however, they are not the only important element to consider. Your best products and service are woth nothing if if it's not available, if you aren't acccesible, and if the value don't exceed the price you're asking for it.
Great customer experiences are created by consistently exceeding customers physical and emotional expectations .
Think back to your own greatest customer experience.what took place in your mind that made it so great? As you recall it was probably a blend of both physical and emotional
expectations. Now let's look at some examples of emotional expectations. first and foremost people are solely driven by emotions . So if we can build true relationships with our customers, who would then become loyal to us to our product and services and to the dealership
itself, WHAT POWER ! I did a survey and found that approximately 70 percent of all consumers said that emotions accounted for 50 folks, that's 50 percent of their experience . Emotions are all around us and people are full of them .Emotions are the major differentiator and are the most underestimated assets available to our buisness. They actually can be used to put color back in our grey world.
What is the felling you want to leave your clients with? Do you really know? WHY NOT? iF YOU HAVEN'T DEFINED IT , HOW CAN YOUR ORGANIZATION DELIVER IT?
PEOPLE BUY EMOTIONALLY AND JUSTIFY WITH LOGIC!!!!!!!!!
The same applies with any emotions like having fun, satsfaction, delight, thrill, friendliness and loyalty.
I am going to say that you can't have customer loyalty unless you ENGAGE WITH YOUR CUSTOMER'S EMOTIONALLY!
NEXT TIME WE'LL DISCUSS CUSTOMER LOYALY AND HOW TO CREATE IT AND RETAIN IT!