Is your training customer experience centric?
Earlier this year, CDK Global reported that 84 per cent of dealers identified improving customer experience (CX) as their top strategy for 2024. (2024 CDK Global Friction Points Study)
We know that CX is a key differentiator in a competitive market and a crucial key for long-term success through loyalty and retention. Therefore, the foundation of training programs for automotive dealers should be centered around enhancing CX. This approach not only cultivates brand loyalty but also drives sales and profitability.
Understanding Customer Experience
Customer experience encompasses every interaction a consumer has with a brand, from initial research to post-purchase support.
In auto retail, this journey includes various touch points — visiting a dealership, communicating with sales staff, negotiating prices, and accessing after-sales services. A positive experience at any of these stages can significantly impact a customer’s decision to purchase or recommend the brand.
The Case for CX-Centric Training
1. Creating emotional connections
Research indicates that emotional engagement plays a significant role in consumer purchasing decisions.
When training staff, it’s essential to focus not only on product knowledge and processes, but also on how to connect with customers on an emotional level. Training programs should emphasize active listening, empathy, and relationship-building. Employees trained to understand and respond to customer emotions can create lasting impressions that lead to increased loyalty.
2. Empowering employees
A well-trained staff equipped with the tools to enhance the customer experience can greatly improve business outcomes.
Training programs should empower employees to make decisions that prioritize customer satisfaction. For instance, sales personnel should be taught to go beyond upselling to understand customer needs and preferences. When employees feel empowered, they are more likely to deliver exceptional service, which can lead to repeat business and referrals.
3. Utilizing technology to enhance CX
In the digital age, technology plays a vital role in shaping the customer experience. Training should incorporate the use of Customer Relationship Management (CRM) systems, social media, and online chat tools.
By familiarizing employees with these technologies, dealers can ensure that staff is prepared to meet customers where they are, providing timely and relevant information. For example, a well-trained staff can leverage CRM data to personalize interactions, leading to a more tailored experience.
4. Promoting consistency across touchpoints
A disjointed experience can frustrate customers and damage a dealer’s reputation. Training programs should emphasize the importance of consistency across all touchpoints.
Employees should be aligned on brand messaging, product knowledge, and service standards. This ensures that no matter where a customer interacts with the brand — whether online or in-person — the experience remains seamless and cohesive. Consistent training and communication can bridge gaps between departments, enhancing the overall experience.
5. Encouraging Feedback and Continuous Improvement
A customer-centric approach does not end with a sale. Training should instill the importance of gathering and responding to customer feedback.
Dealers should create mechanisms for employees to solicit customer opinions and share insights with management. This feedback loop can drive continuous improvement in both products and services. By fostering a culture of learning and adaptation, dealers can remain responsive to evolving customer needs.
The ROI of Customer Experience Training
Investing in CX-focused training yields significant returns. Research shows that companies prioritizing customer experience see higher customer satisfaction rates, increased customer loyalty, and ultimately, improved profitability.
Happy customers are more likely to return for future purchases and recommend the brand to others. Moreover, a positive customer experience can also reduce marketing costs; word-of-mouth recommendations are often more effective and less expensive than traditional advertising.
In the automotive retail industry, where choices abound and consumer power is ever-increasing, prioritizing the customer experience through training is not just a strategy — it’s a necessity.
By focusing on creating emotional connections, empowering employees, leveraging technology, promoting consistency, and encouraging feedback, auto dealers can build a customer-centric culture that not only drives sales but also fosters long-term relationships.
Ultimately, a commitment to exceptional customer experience will set dealers apart, paving the way for sustained success in an increasingly competitive landscape.
