CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
The proper implementation of digital marketing is a step by step process that begins with the understanding of how the new digital marketing economy has changed consumer behavior. Dealers must understand that consumers have at their disposal an enormous amount of information that they can research in a matter of minutes. Mobile devices and smart phones allow customers to do comparative and location based product and service analyization in minimal time frames. Customer satisfaction is no longer driven by things, it's now driven by the customer experience you create in you dealership. Then price is no longer the motivating factor in the decison making process.So if the price is not the centerpiece of the purchasing decision just as quality of product and experience improves for the customer, quality of sale and customer loyalty will improve for the dealersip. Therefore if the mindset amongst all employess cannot shift from just selling vehicles and service for strictly profit to selling the customer experience they will continue to be dominated by their competition who soley believe that customer experience is the keymotivating factor to selling vehicles and servicing them as well Neuromarketingis now begininng to take shape in the marketplace understanding that there is much truthto the old saying"A CAR PURCHASE IS STRICTLY EMOTIONAL". So therefore dealerships who successfully control their enviornment and deliver WORLD CLASS CUSTOMER EXPERIENCES to their clientelle will achieve brand dominance in their own market.