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Prospective buyers now research their purchases in advance on the Internet, and enter the showroom with expectations of fast, personalized customer service. But many dealerships can’t accommodate them due to old technology and/or a simple lack of staff availability.
Here's how app technology can improve CSI scores, drive revenue growth, and build customer retention:
1. Improve Customer Satisfaction Index (CSI)
CSI scores suffer because 1 in 4 customers are not satisfied with their experience in the dealership. App technology allows dealerships to deliver a superior customer experience throughout the car buying process, since Sales Associates are able to carry all catalogs, relevant websites, product information, in-stock inventory, upgrade choices, and financing options on a mobile device.
A 2012 survey found that dealers with improved customer service sold an additional 217 cars per year. App technology is an inexpensive way to reduce customer frustration at the moment when their interest or need is highest. By providing both customers and Sales Associates with interactive connectivity, your dealership is able to build brand loyalty and ensure return visits as well as greater word of mouth marketing.
2. Upsell Products, Services, and Accessories
Generally, dealership waiting areas are missed opportunities for customer satisfaction and new revenue opportunities. Why? Because dealerships haven't figured out how to personally engage waiting customers. But with today's mobile ability to connect customers with targeted content that is interactive and relevant, this should not be the case. App technology can entertain and engage waiting customers while also educating them about your products, services, reviews, and seasonal specials.
3. Build Social Media Engagement
Most dealerships aren’t great at soliciting likes and follows on social media. They aren't even good at letting their potential and current customers know they HAVE social media profiles. But that’s precisely what’s needed to drive repeat business and grow awareness of your dealership's various events, vehicle releases, seasonal promotions, staff members, and community engagement.
And what better way to introduce customers to your social networks and encourage them to like, follow, share, and post comments than engage them with this content while they're onsite...? App technology does this very well. It provides a level of sophisticated and attractive engagement that goes a long way in building positive online reviews and customer loyalty.