As part of the process for awarding the WomenCertified Top Dealerships for Outstanding Customer Experience, WomenCertified asks participating dealers to describe in detail the retail amenities and features they offer which enhance the customer experience. Having read through several dozen of them, I thought I’d incorporate a cross section into the following hypothetical car buying experience.
Upon arrival at the showroom I had the valet take my car and I was greeted by the director of first impressions who asked me if I’d like to enjoy some fresh pastries and gourmet coffee, which he happily fetched for me. He said a woman sales consultant would be with me shortly, so I took a few moments and settled into a large plush leather chair with ottoman in front of a simulated wood fire by the aquarium to watch the Weather Channel on one giant TV screen, with glances at the 24-hour news channel on another screen.
My child had been whisked away to read children’s books, play games and watch DVDs in the children’s lounge, and my dog enjoyed a complimentary treat and curled up on a rug at my feet.
I noticed on yet another big screen that there were 12 cars undergoing various services with a few nearing completion. Once done they would be given a thorough washing and vacuuming. Some would then await the delivery of their owner via the dealer’s shuttle service to and from the mall. One was being loaded onto a flatbed truck for delivery to the owner’s home.
My sales consultant got busy arranging for a demo drive of the car I was interested in, so I took a few moments to take one of their iPads to the business lounge and check my email messages. The WiFi service was excellent.
I took an opportunity to visit the ladies’ room where I thought I’d been magically transported to a five-star resort. It had everything I could ask for, but instead of primping myself I figured I just wait for an opportune moment to visit the beauty salon on the premises where I could also freshen up my manicure.
I looked in on my son, and he was happily watching educational TV shows and playing with a Playstation 3. I offered to get him a sandwich at the dealer’s on-site Subway franchise. He declined, so he may have already filled up on popcorn and pizza.
I made my deal on the car and while waiting for it to be prepped I decided to enjoy one of the massage chairs. Once done with that and feeling good I decided to brush up on my putting skills at the rooftop putting green. When I’d tired of playing I visited the accessories boutique and picked up an OEM logo hat and polo shirt. Then I sat down at one of the available computers and checked on my Facebook page, making sure I “liked” my dealer’s page, and then downloaded their iPhone app.
All in all, it was a pleasant visit. I collected my son, prying him away from the video games, walked my dog on the grassy area provided for such things and took possession of my new car. I’d be back soon for a new owner welcome wine and cheese event.
I’m certainly going to share this great experience with all my friends, family and associates. They really must experience this for themselves.
And that is really why we should be trying to give our customers, both women and men, the very best experience, so they will not only return themselves, but so they will do your marketing for you. It costs a lot of money to find new customers and to retain the ones we’ve already sold. An investment in wowing the ones we have, and the ones that we attract, will yield even more returns when they share the story of how great your sales and service experience is.