Jeff Clark, VP Media Solutions
Improving the customer journey
Jeff Clark, VP Media Solutions
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Providers of digital retail tools understand the importance and perhaps urgency to improve the customer journey — and by extension their overall experience.
Cox Automotive Canada’s team spent a significant amount of time in the weeks leading up to the NADA trying to book appointments and connect with dealers for demos — for Dealer.com and their websites, and Dealertrack, their suite of digital retailing tools.
“I think overall it’s been a positive experience (at NADA),” said Jeff Clark, VP Media Solutions. “Overall, the traffic that came to the booth and saw the demos were pleased with what they saw. They wanted to hear about what’s happening with Dealer.com.”
Clark says Dealer.com now has salespeople in place across the country, along with a completely operational team. “They’re trained, ready to go, and the team is fully bilingual,” said Clark, adding that it’s important for the company to have a strong national presence.
“With Dealer.com we have the power of the biggest website platform in the world with more than 60 per cent of the U.S. market, so we have all that great strong technology in the backend — and the right team,” said Clark. “As for Dealertrack, we know digital retailing is the future.”
Clark says they want to make the functionality as seamless as possible so that car shoppers can benefit from an improved customer journey while also saving time. The ability to customize and tailor a consumer’s experience as much as possible — such as understanding that their experience when searching a website on a desktop and a smartphone needs to be different — these are considered important points in improving the customer journey.
This means ensuring the correct design is in place, said Clark. “Then, we need to make sure that if the consumer returns a second time, that you’re showing them the front and centre, so all those little things work together.”
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