Automotive Marketing Professional Community for Car Dealers, OEM and Suppliers
Most of today's dealers have focused on creating a great showroom atmosphere and customer experience. Yet so many are failing to address the very core of our Customer's Journey in the dealership...We have to answer the phone!
For sure, we need to train our call handlers in effective phone process....but the lowest hanging fruit is clear...Answer The Phone.
In just under 13,000 New Car Dept calls measured in the graph above, more than 1 in 3 never reach the intended dealer agent. 30% of calls in this category fall into "Hang Up While On Hold" and "Transferred to Voice Mail- left no message"---both gaping black holes.
The very processes developed to manage the volume are contributing to poor CSI, lost opportunities, and poor retention. The dealers that have resolved these issues have a huge advantage.
Its not easy, and its not free... It takes people to talk to people, and more people is the last thing we all want to think about in the midst of this recovery.
It is as important as it has ever been to spend our money with expectations of Return on Investment...this is one of those arenas that we can't afford to be blind to. How would your dealership compare?