Nowadays, all walks of life have to accept the baptism of consumers after 8090, and they pursue new trends in customer experience and service. To the "appetite" after the 8090, car dealers really need to work hard. Some old-fashioned dealers are tired of 8090: slow movements, digitalization of fear, lack of transparency, and a feeling of being too mean.
So, how do dealers vote for what they do?
After 8090 is a larger generation in the world today. They and people who also have a post-8090 mindset (and sometimes even their parents) have a common vision of service.
The Customer Experience Consultant summarizes the top five preferences/customer experience trends after 8090:
1. Equal customer experience model: Different from the traditional mode of service, the equal service model is favored by the 8090.
2, digital equality: after 8090 customer expectations of the service experience is streamlined, not cumbersome. Drop those so-called business operations models, they are looking forward to being as simple as the Internet experience. Channels are not critical: online information should also be at your fingertips, and vice versa. In addition, the same customer's communication on different platforms should be streamlined and integrated.
3, true and reliable: Today, consumers are pursuing real, authoritative, genuine things, they reject everything that looks fake, cheap, and according to the text.
4. Transparency: The candid and straightforward business model is favored after 8090. This is true when introducing products and quotations.
5. Adventure and experience: If the customer experience can be more risky and exciting, then commercial communication can be improved.
Let's take an example to see how the dealer below implements the above-mentioned favored service model.
Data system based on iPad to achieve "where to go": Each sales consultant is equipped with an iPad with a dedicated cloud platform client, they can do almost all work around the customer, for example, customers need to test drive without running back A desk copy driver's license, just scan to the iPad.
In order to take this brochure full of halls, the phenomenon will no longer appear: the iPad has detailed photos and specifications. In the past, when sales consultants needed to input complex customer data into the customer relationship management system, they would ask the customer to sit down and put on a cup of “sincere, but really bad†coffee; now, customers and sales people can fill in the required customers together. information. With the cumbersome folder, repeat the form SAY BYEBYE!
[Analysis] The salesperson is no longer sitting at the desk, and the side by side with the customer can eliminate the sense of isolation (Trend 1); although the dealership is an entity sales, the consumer enjoys the same experience as the online (Trend 2); the customer can Seeing what the salesperson can see, including the latest inventory, discounts, trading information, etc., the transaction can be carried out openly and openly (Trend 4).
A price strategy: the dealer gives the best price, freeing up the space for bargaining. The excuses such as "I am going to ask the manager" that we often hear will be useless; there will be no false invoices that do not show discounts; the sales commission will not vary from model to model, but will be treated equally; In the case of sales performance, "upward sales" or the recommendation of a special model will no longer exist.
[Analysis] The price-based sales model also embodies the principle of transparency (trend 4), and price transparency replaces the usual confusion and tricks.
The sales consultant is responsible for one person: the end of the entire sales process from the customer to the store is completed by the same person. There was no handover from the reception desk to the sales staff, and there was no handover from the sales staff to the finance staff. Instead, sales consultants receive a full range of training to assist consumers, even financial.
[Analysis] On the basis of sales, sales consultants assist in the completion of financial processes, giving consumers a sense of “exclusiveness†and, to a certain extent, improving the reliability of consumers (trend 3). More importantly, the experience that customers get is streamlined and not cumbersome, similar to the experience of online shopping, and the participation of real people makes the experience even better.
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