It may come as a surprise, but there are still many dealers out there that haven’t started offering the type of digital service experience to customers that we are now getting from many leading brands. Several years ago, Panera introduced a new ordering system. You select your items, double tap to Apple Pay, and it’s done. Later, you drive to Panera, pick up your order off the shelf, and you’re good to go. They created an end-to-end mobile experience that was simple and better than ordering at the counter or calling.
So why isn’t this approach widely used in auto service? It’s not because of a lack of desire. The real problem is the lack of great tools for auto dealers. Many have tried to cobble things together, but you can’t achieve what Panera did by stitching together various solutions from multiple vendors. It has to be an end-to-end system. That system has to connect data from the OEM, recall information, the DMS or accounting system, and others, in order to be effective.
According to eMarketer, in 2019, the average US adult spent 3 hours and 43 minutes a day on mobile devices. That marked the first time that the time spent on mobile exceeded the time spent watching television. We are a mobile-focused society. Many of us manage our entire lives on our mobile devices – scheduling our family activities, doing our banking, tracking our physical activity, and so much more.
It’s time for auto dealers to understand that consumer needs and demands have changed. How can we provide a better, mobile-friendly service experience for customers? Dealer-FX does it by focusing on the key touchpoints in the customer’s service journey and delivering an experience that will wow them.
There are a few critical elements necessary for dealerships to provide a great mobile-first experience for their customers. By making sure each of these areas are covered and all points of contact work together seamlessly, dealers will be on their way to higher customer satisfaction and retention