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A topic I have been speaking about recently is how to interact with your customer base. From marketing your reviews on site, to creating a well thought out "wall of Fame" showing your community interaction, awards, videos etc. I also emphasized the need to interact with your Social Media followers.
I this week's Automotive news, an article by Lindsay Chappell speaks about how Nissan is reaching out to it's followers on Facebook, Pinterest and other social channels for their input on planning of upcoming products. What I thought was exciting was another OEM coming out in a very public way demonstrating how to interact effectively with their followers. By getting them involved in giving feedback demonstrates that a customer's opinion is respected.
Think of how this can be taken down to the dealer level. Instead of just pushing specials or posts, or asking trivia questions (all of which should continue) why not ask for your customer's opinions on how to improve your service. What would they like to see in the waiting area, what could we do better to get them in and out of the service lane, what can we do in how we interact.
If our goal is to serve our customers, why would we not ask them how to give better service? Think of how effective it would be when you put a sign up stating that "we have now included a free phone charging station in our waiting room based on your suggestions. Keep them coming."
This shows that you care about serving them, not pushing out what you think is best.
I love the quote at the end of the article from Erich Marx, Nissan's director of Social Media Marketing when he said, " We've grown our audience very quickly. We think there is a way to harness that as we move forward. If a year from now, all we're doing is posting cool product videos for them to look at, I think we have missed an opportunity."
I could not agree more.
Let me know your thoughts