The Spidersnet Learning Hub is the number one resource of car dealer marketing advice on the web! We have stocked it full of useful advice and information to help dealers in the motor trade ensure that they are keeping up with ever changing online consumer trends as well as improving their business’ standing in the local community.
We have plenty of in-depth advice on a huge range of topics from search engine optimisation, to social media, analytics and more. However, we aren’t solely focusing on the online world. Today we are looking at customer care.
We have a dedicated customer service team here at Spidersnet that work hard to deal with the requests of our customers and we are proud of the levels that we maintain…
“Excellent customer care is crucial to ensure our customers’ success in a highly competitive market and we pride ourselves on the level of customer care that we offer.”Amanda Rogers
We understand the importance of customer care, and want to ensure that our dealers are also taking it very seriously. We hope that you already appreciate how vital customer care is. But if you give this guide a read then you might just get some other ideas to help you improve the way your dealership operates.
WHY IS CUSTOMER CARE SO IMPORTANT?
In this day and age, it’s vital that motor dealers are doing all they can to ensure that their customer care levels are as high as possible. The RAC recently carried out a survey that polled over 1,500 motorists, revealing that one in three wouldn’t go back to the same used car dealer in the future due to poor customer service.
The poll itself showed that half of the consumers have had a problem with a car that they have bought from a dealership. A further third said that the dealer in question hadn’t done well at putting the issue right.
As we all know, poor service is far more talked about than good service, and seeing as a lot of dealers benefit from word-of-mouth recommendations, good customer service is absolutely essential and should never be overlooked. In fact, just to reiterate this point, the RAC survey also showed that one in three car owners have actively told people not to use a particular dealer after a poor experience with them.
“From a purely business standpoint, good customer service is a great marketing angle. It’s something you can tout in your advertisements which is sure to bring you in more customers. People like to hear you have top notch customer service, pure and simple.”BUSINESS 2 COMMUNITY
As well as word-of-mouth, dealerships need to be aware that disgruntled customers now have a plethora of avenues down which they can vent their displeasure. There are plenty of online review websites, as well as Google reviews, all of which can damage your dealership’s reputation. Not only this, but social media is also a minefield for unprofessional dealers. Angry customers can say whatever they want on Facebook and Twitter for all the world to see.
For all of these reasons, and plenty more, it’s vital that your dealership offers a fantastic service, acts professionally at all times, and takes great care of its customers.
GET EVERYONE ON BOARD
In order to ensure that you have a culture of good customer service running through your business, you need to ensure that you have all of your staff on board. This means that all of your sales and admin staff are all working towards ensuring that your customers’ needs are always catered for. This should also filter through to your servicing and mechanic staff, if you have them at your dealership. If everyone is singing from the same hymn sheet, then good customer care will become the norm.
When putting your team together or hiring new employees, you should always be thinking about customer service. If the role involves dealing face-to-face with customers, then does this person have the personal skills required for the job? If you employ friendly, warm and empathetic people, then they will be able to cater for your customers’ needs most of the time.
Value your staff
When instilling a company-wide customer care policy, it’s vital that you are training all of your staff to understand exactly what levels are required of them. However, you need to do more than just train your staff. They should feel valued themselves. Your staff should feel like they are an important player in your team. If they feel this way, and get praise when they are doing a good job, then they will no doubt be more positive when dealing with customers.
If you’re getting great feedback from customers about your staff then you can always ask the customer to write a nice review on your Google page, or on social media. There’s no harm in asking and online reviews can be vital. Not only do they help in bringing in new customers, but they also help with search engine optimisation. Read our guide to how online reviews can boost your website’s search results page ranking.
“The role of staff in customer care is paramount. You have to engage members of staff in the customer care process. Ask them for their ideas. Make sure they are fully empowered to act if there’s a complaint.”The Market Donut
Be sure to reward members of staff who do lead to great reviews being posted. This will incentivise them, and other members to try and achieve consistently high levels of customer care.
LISTEN TO YOUR CUSTOMERS
When asking for feedback from former customers, it’s easy to respond to their complaints. However, one thing that you also need to keep an eye out for is customer complaints online. You need to be monitoring your social channels, your Google My Business profile, and other online review centres, keeping an eye out for complaints about your service. And if you do see these, it is vital that you respond in a timely and professional manner.
“It is extemely important that you respond to complaints on Twitter in a timely and professional manner. Don’t leave them unattended to as people will be able to see you ignoring them!”Adam Rowden
Negative comments online should always be dealt with quickly because they are there for all to see from the moment they have been posted. You should always remain calm, when responding and try and get to the root of their complaint. If you can sort out the issue and leave the customer thanking you for responding, then you will improve your dealership’s reputation online greatly.
RESPOND TO COMPLAINTS ONLINE
So, there you have it. A brief run-down of how important we feel customer service is to car dealerships. If you are a professional outfit, then we are sure that you are already aware of this. But hopefully this guide has been of some use to you and has highlighted some other things that you might not have thought of.
Here are a few notes to take away with you.
- Be sure to ask your customers for feedback – prehaps send them a questionnaire a week after they’ve purchased a car from you.
- Don’t ignore any negative feedback you might get from customers. Take it on board and use it to implement positive change.
- If you do not receive positive feedback from customers, be sure to ask them to leave a nice review on your Google profile page.
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