They want you to remember their name. They also want you to know why they’re standing in your showroom, waiting for a salesperson. In fact, today’s customers want you to know as much as possible, so they can have an experience customized to their needs. In fact, according to PwC’s recently released “The Future of CX,” the payoffs for a valued, personal experience are tangible: up to a 16% price premium on products and services, plus increased loyalty. In return, among U.S. consumers, there’s a sharp increase in willingness to share personal data: 63% say they’d provide more information to a company offering a greater experience.
In this digital age of automation and seamless connectivity, PwC found customers value experiences powered by human interaction most with the aid of technology. The survey found more than 70% wanted speed, convenience, and friendliness from their customer experience and prefer technology to aid the process, not dominate it.
At the center of creating a memorable customer experience is communicating with the customers in their desired manner. Over 70% of Americans would rather interact with a human versus an automated process, which takes the human out of the communication between sales consultant and customer. With that in mind, it’s all about reaching customers on their terms, through a catered communications experience using data to get the message right and leveraging their preferred channel to reach out and engage.
Personal communication is especially critical because dealership customers are often apprehensive about the process. Consider the following findings, from the annual Cox Automotive Buyer’s Journey:
What makes this retail transformation even more relevant is the generational shift taking place across all retail, including automotive. With Millennials supplanting Baby Boomers as the primary market force, and the emergence of Generation Z as car buyers, dealership managers face a new reality of customers who use technology as a fundamental part of their daily experience. For these buyers, leveraging digital marketing automation solutions to make a retail experience efficient and personal is key.
These trends paint a portrait of a changing landscape. They also show how a savvy dealership team can adopt best practices based on these signals and improve the experience customers receive when they come to test drive their favorite car. In today’s changing world of customer-driven commerce, the dealership doing this right stands to create a sustainable and profitable business over the long term.
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As customers are demanding a more personalized and customized experience, it is important to stay ahead with the latest technology from Automotive Mastermind.
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