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As many have heard by now, the attention span of goldfish is 9 seconds. Human beings are down to 8 seconds. With smart phones and the associated instant gratification, attention spans are decreasing.
According to Google, customers leave a website if the page does not load within 3 seconds. Facebook advises us to tell our Facebook stories within 3 seconds, without sound, in a vertical orientation to capture the customer’s attention. That’s a lot to do without much time to do it.
The saying used to be "only the strong survive.” When did fast become the new strong?
The longer the wait, the greater the dissatisfaction. Delayed gratification exited stage left, and fast smartphones sit front and center.
What are you to do with this as consumers wait on your showroom floor or sit on your service drive? At the dealer level there are at least three things you could consider doing to speed up your customer experience:
Start by knowing your daily repair order counts, express and main lane, and sales numbers for used and new. Then look into the hourly impact. Connect this with a quick staffing level assessment to determine if you have the highest staffing levels at peak customer times. You’ll likely find some opportunities for better deployment of your staff, which will help speed your customer through your sales process.
Even after implementing these recommendations for your dealership you’re still likely not moving fast enough for today’s consumer.