How Customer Training Leads To Retention, from AutoPoint.
With almost everything consumers purchase, there’s an owner’s manual or set of instructions for them to use. For decades, car manufacturers have included an owner’s manual with new vehicles. Sadly, it is no secret that this tidy three hundred-page booklet is one of the least read publications produced in mass quantity.
Some car dealerships require that their sales people give each vehicle purchaser a thorough presentation of their vehicle at time of delivery. This slower-paced and personalized walk-around is perhaps more common in days past, than in today’s busier climate. However, it acquaints the car buyer with their vehicle’s key features, inside their vehicle as well as critical components under the hood. In short, it offers a much-abbreviated version of what is found in the owner’s manual.
Customer training is not a new concept, but in an ever-changing industry, automotive manufacturers and dealerships adapt to the wants and needs of the consumer. Some prefer a grab the keys and go approach, while others still take time to educate the buyer about their investment and give the all-important introduction to team members in the service department. It’s worth thinking about; apparently offering “hands-on” training to your customers can create higher retention rates and higher rates of customer satisfaction, according to a recent blog article on Capterra.com. And we all know that retention and CSI can be major pain points.