Time and time again, automotive customers seek out dealerships that offer the best personalized customer service. Attention to customers’ individual needs and interests sets a great dealership apart from the rest, and keeps customers coming back (and recommending the dealership to their friends).
Do you have enough staff to cater to each customer’s unique needs? Well, if not, the good news is that you can still provide a highly personalized experience for each customer who comes into your dealership, as well as each online lead and each customer who comes in for regular maintenance. How? Through the precision and consistency of automated communication.
Many people assume that automating certain customer messages takes away the element of personalized customer service, yet it can actually increase personalized contact for many more customers than was previously possible. Automated messages go hand in hand with excellent in-person customer service.
In this case, we’re going to look at personalized email communication for customers. With automation technology, it is now possible to run entire email campaigns that send special birthday promotions, scheduled maintenance notifications, appointment reminders, exclusive discounts and more. These automated email campaigns are highly personalized for each customer, and serve to drive repeat business and new business to the dealership.
How does Automated Email Communication Work?
Automated email communication is based around the needs of each unique customer. A customer profile is maintained, with all relevant information for that customer. If the customer changes their preferences, makes a purchase, or takes any other action, that data is automatically added to their customer profile in order to provide them with a highly detailed level of customer service.
Let’s say Jane visits your dealership website. She signs up for your monthly email newsletter and receives a welcome and confirmation message right away. Often, the welcome message may contain a special promotional code that the customer can use to purchase items from the dealership.
Each monthly newsletter should contain several links to more information online so customers can click if they are interested. Each link click is tracked, so you can see exactly what your customers are interested in. When Jane opens her email newsletter she clicks a link relating to 2014 sedans. The system now has more information to work with, and can use this data to automatically personalize Jane’s experience.
Jane receives an email the next day showing all the 2014 sedans that are currently in stock and the colors. Each sedan has links to its safety rating, its customer reviews and more. Jane clicks the link to view customer reviews on her preferred sedan.
The next day she receives an email message: “Hi Jane, we have some great deals on our 2014 sedans. We currently have 40 in stock and we would love for you to test drive one! We also have an exclusive deal, just for you. With the purchase of any vehicle in the next two months, you will receive your first oil change free!”
Jane ends up purchasing the vehicle she wants. Automated email communication now serves to help the dealership staff stay in touch with her, based on her date of purchase, date of last appointment, type of vehicle and other important data stored in her customer profile.
Jane receives a notification each time her car requires an oil change or other routine maintenance, and she can book her appointments easily by responding to the email. On the day of her scheduled appointment, she receives a reminder about the time she needs to be at the shop.
On Jane’s birthday and the anniversary of the date she purchased her vehicle, she receives exclusive promotions that offer her discounts off products and services. She also gets notices based on her vehicle type. Last month, she received an email that her vehicle type had been reported to have some issues with its reverse gear, and the dealership checked her vehicle free of charge to ensure that it was alright.
Jane continues to return to the dealership for her maintenance and tells her friends what great customer service she gets. And all the personalized emails? Completely automated, saving the dealership staff time while allowing them to stay in contact with Jane and hundreds of other customers.
How can Automated Email Communication be Used?
- Promotions and sales
- Birthday messages
- Engaging contests
- Recall notices
- Appointment reminders
- Scheduled maintenance notices
- Seasonal reminders, such as winter tire dates
- Parts arrival updates
Do I Need an Automated Email Solution?
Do you need a straightforward, effective way to connect with online leads and visitors to your dealership website?
Do you need to reduce the amount of time you spend trying to contact customers to remind them of appointments and provide information?
Do you need to reduce no-shows to scheduled service appointments?
Do you need to maintain contact with hundreds or even thousands of customers in an efficient yet personal way?
If so, an automated communication solution may be exactly what you need. It’s not just for email either. You can now automate text messages, voicemail messages, fax messages and even manage your social media pages with an all-in-one automated solution. This functionality allows you to contact your customers in the way that is most convenient for them, so you reach them every time.
Automated communication allows you to save time and effort, while maintaining meaningful contact with each customer. It assists you to provide a unique and personalized experience, while increasing your business and helping to maintain a high level of customer satisfaction.
Author: Shawn Ryder
Shawn Ryder works with the Automotive Industry to automatically send communication to customers based on their individual preferences and unique dates, vehicle type, service requirements or other available information. Previously, as Co-Founder of training and coaching organizations, Shawn worked with clients to ensure the training and coaching sessions meet requirements for Volvo North America, Ford Motor Company and retail dealerships using a variety of delivery channels, including workshop and in-dealership implementation coaching.