CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
What was the last restaurant you ate at? Did you tell anyone about it? Why? What prompted you to do so? Did you get good service, bad service? Was the food great or horrible?
What these questions all have in common is that they all answers the fundamental aspects of what type of customer experience that restaurant provided. You’re certainly more likely to share your experience with others if you had a memorable experience – whether it was good or bad. What if it was just “OK” though?
An interesting article I recently came across asked its readers to consider the possibility that providing an average customer experience is worse than providing a poor one. We’ve all heard the analogy that a happy customer tells 10 people and an unhappy customer tells 100 people. How many people does a person who just had an average experience tell? If your friends came to you and asked about this restaurant and you just had an average experience, you’d probably just say, “It was fine.” You certainly wouldn’t go out of your way to tell anyone about it, however.
When a customer comes into your dealership, you have the opportunity to define their experience. These are the three types of experiences you can offer:
Your customers’ experiences are what define you as a business. Regardless if you are selling lemonade from a corner stand or $300,000 automobiles, the same concepts apply. The experience you choose to provide to your customers will dictate if and how they talk about you. Provide a great or poor one and you’ll have people talking about you. They’ll certainly be saying different things, but your business is on their minds. Provide an average one and you won’t exist until they need that next oil change and only if you’re the closest or most convenient place.
You need to decide if you want people talking about your business, and, if so, what you want them saying. Whatever you decide, the solution lies in one of those three experiences. If you want your customers to create positive buzz, provide a great customer experience. If you don’t care what they’re saying as long as they’re saying something, provide some kind of experience. If you really don’t want anyone talking about you at all, be average. Nobody will notice or care.