Car retailing is now all about ensuring that as much data as possible is recorded during an enquiry and presentation. This is the future of customer service and customer qualification forms are becoming more detailed and the “profiling” to match a car with the customers lifestyle is already happening. Every effort will be made to ensure that all potential customers are receiving a positive experience, even with customers who don’t end up buying, dealers and manufacturers are becoming fanatical about ensuring that the staff who work for them are doing everything to promote the brand they represent. Keeping the communication lines open with customers and prospects alike is now, more than ever, a top priority.
Customers can fully expect an onslaught after having had as many communication lines as possible extracted from them; e-mail, home phone, work phone, mobile phone, pager. E-mail is a particular favourite as sending promotional material in a PDF format offers a significant cost saving as it is a fraction of the cost of posting and, of course, the receipt is virtually instant. Of course the communication won’t stop with the nicely produced PDF!
The customer can expect constant updates on products, promotions and special offers and along with this touchy feely “keeping in contact” approach they can hopefully expect attentive professional sales staff and a great car at the end of it!