In the ever-changing automotive industry customer service is your only constant value proposition. All customer interactions matter. Customers will spend more, travel farther, and wait longer simply to have an excellent experience. 

When your customers interact with your employees, no matter the form of communication, the quality of the interaction is what will stand out to them! Customers may not always remember what happened, or the words that were spoken, but they will never forget how the conversation made them feel. Your goal should be to make sure every time a customer ends a conversation with your staff, they walk away saying “WOW!”  

Today's customers communicate in a variety of ways. Whether by phone, text, email, chat, social media, or in person, consistency is key because of the halo effect - when customers believe you are great at one thing, (like customer service,) they assume you are great at everything else that matters. What else matters? Over 70% of U.S. consumers say speed, convenience, helpful employees, and friendly service matter most (Clarke, n.d.) 

And, this is huge, at a time when dealers are increasing the use of AI (Artificial Intelligence) and automation, a shocking 82% of U.S. consumers want more human interaction (Clarke, n.d.).  

If consumers want human interaction, it is imperative your humans are trained and delivering a consistent message and experience. 

When your customers receive exceptional service online, they expect the same level of treatment when they walk into the showroom! Make certain your team is using the same language across all platforms and you will unlock more delighted customers in your showroom. Train all FLE (Front Line Employees) to make customers feel served, not sold.  

The customer experience is your single most important part of the entire process of doing business.  

Focus on doing things in a timely matter. Focus on doing them right. Show customers you care, and they will reward you with that “wow” you are looking for. 

Source: 

Clarke, David, and Ron Kinghorn. “Experience Is Everything: Here's How to Get It Right.” PwC, www.pwc.com/future-of-cx. 

n the first blog on the Eight Cylinders of the BDC, we established that a successful and profitable BDC starts with the team. To perform at a high level, BDCs need high level performers. The BDC needs high-level performers on the frontline as well. BDC success lays outside of the BDC as much as inside. 

Since our definition of culture is “the way we do things around here”, the dealership as a whole should have a “BDC” culture.  

The first step is to ensure all FLE (front line employees) understand the purpose of the BDC and know their role in BDC success. BDC success is measured by how well the departments do in addition to the standard set of BDC metrics alone. The BDC does not produce revenue. The BDC helps other departments produce revenue. 

Another key driver of BDC culture is to include the BDC team in your sales meetings. Encourage a working relationship between the sales team and the BDC. Have your salespeople (especially new salespeople) spend time in the BDC working alongside agents to set appointments. This will give them a better understanding and appreciation of what the BDC does. When all departments work in tandem, the culture improves and it benefits everyone, especially your customers! 

Consistent coaching and encouragement for agents and FLE is another great way to foster a healthy BDC culture in the dealership. Coaching breeds a culture of accountability and high-level skills. 

Does the food match the menu? When a customer has an excellent experience with an agent over the phone, they are expecting the same treatment from your receptionist, showroom staff, finance department, and service advisors. The expectation is that the physical visit will pick up where the BDC left off. 

The last piece of the culture puzzle is the CRM. CRM is a cylinder on its own, but there is an overlap. You cannot have a great BDC dealership without first having a great CRM dealership. Proper CRM use contributes to the effectiveness of your BDC processes and supports the BDC culture in a dealership. 

Next, we will discuss customer experience. Your customers are demanding, and in order to stand out, your dealership must adopt practices that best serve your customer’s needs. Stay tuned for more tips to ensure your BDC is running effectively and efficiently.   

Just like an engine, any highly effective and profitable BDC is made up of eight cylinders. If one cylinder malfunctions, the rest are obsolete. These critical elements of your Business Development operation work together to deliver concierge–level service to your customers while increasing sales, service, CSI, retention, and profit. This series of blogs will help you dive deeper into your BDC operations so you can ensure your engine is running effectively and efficiently. 

A successful and profitable BDC starts with the team. To perform at a high level, BDCs need high-level performers! Your BDC team will talk to more customers than anyone in the organization. They handle 35% – 60% of your business, both in sales and service. You must hire people who have the skills, attitude, and passion the job requires.  

To find applicants, create an interesting and exciting post and share it across all social media platforms. Encourage your current employees to refer applicants. Your BDC will have a much better culture if your employees get along! Once you have your candidates, follow a thorough process to ensure you hire the best of the best: 

1. Interview by phone first! After all, your employees will spend most of their time on the phone with your customers. It makes sense to screen prospective employee’s potential before beginning the interviewing process. 
2.  
3. Have the candidate send you a short video explaining why they would be a good fit for the position. Even if their responses are generic, shooting a video shows initiative! This will give you an idea of which candidates will be willing and able to communicate across all platforms and set more appointments.  
4.  
5. Invite applicants in for an in-person interview if possible and have two to three managers present. Allow your leadership team to hand-pick their team, as they will be the ones responsible for their success or failure. 
6.  
7. Have all candidates complete a typing test and verify their familiarity with basic programs (Microsoft Office, CRMs, etc.) 
8.  
9. After the interviews, put all your applicants in a grid. Score them based on attributes such as attitude, communication skills, relevant experience, professional appearance, and potential. 

The work doesn’t stop once you’ve built your all-star team! Now that you know how to hire the best people, stay tuned to learn the best ways to keep them.