The Auto Industry is a world of its own. A world within the franchise arena. Yet each and every store has its own understanding, methods, and perspective on what the brand experience means, and how it should translate to the customer. 

Everything from the Meet & Greet, Rewards Program, Amenities, CRM they use - down to the POP marketing that sits within the lane is different. No two dealers are alike other than the facade on the exterior. That said, there can often be a breakdown in the customer's experience. 

One of the best examples of franchise brand experiences is the Airline Industry. You might not fly every day, BUT - if you stay with one airline, you become accustomed to the way they do things. You know what to expect. Everything from booking the ticket (using their mobile app) to the time you check in at the airport to boarding the plane. 

The same cannot be said, though for the Auto Industry. This is especially true when it comes to servicing your vehicle, and the rewards programs dealers have. The goal - as you know - is to have not just brand loyalty, BUT dealer loyalty! This is why every aspect of the customer's experience has to be on point. There is no room for error in today’s market where every aspect of the transaction is under a microscope. 

The more orchestrated the experience is for the customer, the less distracted they are (or discontent), the less discontent and distracted they are the more they focus on what's important. That is you upselling and working the customer! 

Here are the top things to monitor to ensure the customers brand experience is the same: 

Omnichannel Experience (Mobile to Desktop)

Whether the customer is booking an appointment online using their iPhone or using the desktop the experience should not just be familiar, but expected. Booking an appointment should not be any different in so far as the path in which the customer takes to book an appointment. As soon as the customer gets frustrated they will most likely exit. All without having booked an appointment. 

Sell the Service. Not the Product. 

At the end of the day, selling the *experience* (for upsells) is far more important than the product itself. In fact, it is an added bonus. Not just for the customer, but for the service lane. If the customer is relaxed, they are much more likely willing to open their wallets and make the impulse upsell purchase. 

Have a Signature Check-In or Check-Out 

Some hotels offer their guests that warm fresh cookie at check-in. Imagine doing something similar. The customer check-ins in and as they make their way to the lounge they are enjoying that nice warm cookie. And as you make your way back in to check in and offer upsells they are *warmed* up and, perhaps, more willing to make that extra purchase. Not saying it will work every time. But believe me, they will remember that cookie! 

Bottom Line: As much as it is discussed and/or spoken about it is imperative to stand-out from your competition. Solidifying one or two key components will make you stand out. Having your customers remember their experience! 

How do you define your brand's experience? What is something you offer that is different?