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Communication changes every day. The ultimate goal of every conversation is getting the message through. In that process, businesses seem to forget about the customers, about what they really need, and how they want to connect. Be flexible and embrace the new trend: drive as your customer guides you – on the phone.
Given that 1.2 billion people worldwide access the web via mobile devices, at least according to Mobify research, and that 51% of mobile searches are auto searches which end up making a purchase (source: clickZ), just think how nice it would be if only 1% of the latter would come to your dealership at the end of the online sales funnel!
Mobile technologies are showing a tendency to make that pipe dream a reality.
The thing about the 21st century customers is that they change, nay, let’s go even further in this – they make the rules. And your business should be there to adhere to those rules and be sensitive to their needs and rising expectations.
In 2014, Search Engine Watch reported that 70% of consumers who research cars turn to search engines first. Another study showed that mobile influences purchases across channels by having 93% of mobile searches complete the purchase of a product/service usually in physical store near them.
A dealership should not fall behind communication trends. The current trend in the automotive industry is the rising impact of mobile technologies. More cars are being purchased in digital space via micro moments – i.e. the new kind of discovering data wherever you are and whenever in need, leading to the creation of the ‘digital driver’.
Even though consumers are slightly needier than before, they do know what they want: a good car that satisfies their needs. In order to improve customer experience, some dealerships have designer their office spaces according to their visitor’s needs. Using the last three feet in store, they post digital signage with new car offers on a TV banner, they offer wi-fi for their free use, and they give out educational material.
Outside the store, they use advanced texting techniques which are not affected by noise, misunderstandings, or missed messages (via email, voicemail or missed calls). This ‘new’ mobile technology has been around for two decades now, but has finally come under the spotlight. It is called: mobile texting.
Imagine this scenario: a customer comes to your dealership with a flat tire or for some other repair. You introduce them with your brand new messaging app – to inform them when to pick up the car. While they are at it, they can browse your website, see new sales, discounts – basically anything you offer, and when they come back to your dealership – they make another purchase. And this is already happening in many dealerships in the USA.
The lesson: mobile is not only the present of car shopping and the main means of communication in the automotive industry – it is the future.
Every dealership in the US should have a mobile solution made with the idea to improve communication with consumers and make the car repair/notifications process much faster and UX better. Don’t miss this opportunity!
A proper mobile texting app should have these five essential features:
You can find all of them in advantage TXT. Text “DEMO” to (415) 300 2002 (Msg&Data rates may apply) and we will come to set up a demonstration today.
Article originally published on www.advantagetec.com on June 26, 2016.