Culture and CX
Craft a Culture Catered Toward Customer Experience
When thinking about business, it’s common to examine sales strategies, customer service procedures, and customer experience (CX). Less common is a review of dealership culture, which is the cornerstone that drives operations and provides consistency. It is the collection of beliefs, values, and practices that are defined at a high level and can be more obscure. When those philosophies are translated into procedure, it results in improved CX and reputation.
Marketing to women doesn’t mean using pink, having a female pitch-person, or having a manicurist on site. Marketing to women means developing solutions specialists to ensure customers trust your business immediately. Showcase digital assets where guests feel welcomed by lifestyle images from various cultures, life-stages, and demographics. Offer informative content about car buying and the ownership experience to add real value.
Enhance your message to sell more than ‘price’ – add reviews, for and by women, to build confidence and trust. What could that look like?
When a female guest is “just looking,” instead of leaving her on her own, the consultant’s attitude and impression makes all the difference. Take time to upsell the dealership. Invite her for a tour of the facility, explaining that your service hours are the best in the area. Give a coupon for a free car wash and explain why overnight courtesy cars are provided. Creating a culture of solutions specialists, rather than salespeople, builds long-lasting rapport and trust.
Is yours a business of solution specialists or salespeople?
To understand whether your culture and CX match, going beyond CSI is a must. Start with having a healthy dialogue with employees of all levels, but especially those at the very front lines. They hear the most direct feedback. Pay attention to Social Media. How are customers and the community reacting to your business? It is important to note that as you listen, make sure you follow through with course-correcting initiatives. If problems persist after correction is promised, it becomes harder to steer the ship back. As you investigate the micro, don’t forget the macro.
Collect objective, third-party data. Analyzing all customer engagements, posts, and reviews is crucial. It might be easy to dismiss someone who says they are “just looking,” but this may disregard someone who really is shopping and was simply unhappy with how she was treated. If your culture includes learning as much as possible about customer interactions, your strengths and opportunities must be identified.
Be relevant and distinguish your store by communicating how you provide a total solution – beyond the mundane “price and best people”. Why? Because these remain watered-down messages in a sea of noise. Specifically, these ads continue to ignore what the decision-maker is looking for during her automotive consumer journey – trust and a truly great CX.