Although dealerships can win the sale, they can still lose the customer when a long wait in the finance office or another inconsistent moment follows an otherwise smooth sales experience. On today’s CBT Live segment, Customer Experience Expert and Bestselling Author Shep Hyken joins us to discuss what drives customers away and how dealers can give them a reason to return.
According to Hyken, the handoff from the salesperson to the finance office is one of the most common trouble spots in the buying process. A buyer who likes the salesperson and the price can lose patience waiting for the business manager. He said churn comes down to inconsistency, and a long wait after a smooth sales experience is a clear example and customers who call their experience “fine” are another warning sign. Therefore, Hyken breaks the word “Fine” into an acronym for:
- Fake smile
- Insincere feedback
- Never coming back
- Emotionless
Dealers should map the customer journey for first-time buyers, repeat buyers, and service customers, then study every touchpoint for ways to improve it, Hyken said. Online service scheduling should be table stakes, and pickup and delivery or mobile service can give customers a reason to keep coming back. A short list of service promises, such as a clean car after every visit, and an introduction to the manager and service team during a buyer’s first visit can also help.
Hyken also notes that dealers need to balance AI with human contact. Since automation deflects customers or forces them into a self-service process, it can also turn a dealership into a commodity, because other stores can build the same tools. Customers should always have a seamless way to reach a person when they run into friction.