Your customer experience is important. Learn the first steps toward making it as good as you possibly can.
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Welcome back to another Wednesday Workshop from DealerOn.
Customer experience is one of those aspects of running a business that’s difficult to measure but also incredibly important to a business’s long term success. Today we’re going to go over how to begin measuring the customer experience your dealership offers, and ways to change it for the better.
What are your objectives?
Selling and servicing cars, sure, but beyond that. Figuring out exactly what your dealership does, and what you want it to do, is the vital first step toward collecting the data that will allow you to improve your overall customer experience. Start by making a list.
What kinds of cars do you sell, and to whom? Are you selling sports cars to young professionals or SUVs to suburban moms? Is your service department important to your bottom line? Is it keeping you afloat? And so forth and so on.
Once you answer these questions, you can start to collect the data you need. And once you get it, it’s important to…
Democratize your data.
As you collect data from every part of your business, you should share it with every other part, they need to know what your goals are and the data will tell them how you are trending, and ultimately how to do better. This is about customer experience, so every department should have as complete a picture as possible to work toward the goal you’ve outlined. With this picture, it’s also easy for you to see at a glance if you have all the data you need. Once you do, it’s time to…
Drive intelligent action.
Using that data it’s time to get results. Because you’ve shared your data with the entirety of your store, you’ve encouraged a culture of active feedback, which is great for both further data collection, as well as constant improvement. Every department will understand how they stack up and have a plan of action for improvement. You may end up learning that one of your practices isn’t leading to the result you want. In those cases, you’ll need to be willing to change. Always keep your goals in mind, and remember that the purpose of all that data collection was to realize them.
That’s all the time we have for today’s workshop. As always, if you have any questions or comments, leave them below and we’ll get back to you as soon as we can. Thanks for watching. We’ll see you next week for another Wednesday Workshop from DealerOn.