How to successfully implement a customer experience vision in the automotive retail industry
According to McKinsey research, organizations that prioritize customer experience had three times the shareholder returns as opposed to those that did not.
Since times are tough, many auto dealers are barely getting by. It hardly seems like the appropriate time to begin a company revamps. But the need to put customers first and center is actually being accelerated by the current circumstances.
The moment is now to make investments in customer experience or CX.
Few vehicle dealers will contest the significance of changing the CX. But starting the process is a difficult task. Particularly in siloed organizations where each department faces unique problems that must be addressed separately.
Creating a smooth road involves pouring concrete over a flat surface. It will be spotty if there are bumps all over the place. However, if you want to travel anywhere, you must create the road.
Fortunately, Rome wasn’t constructed overnight. The process can be made much simpler by dividing the customer experience transformation into tiny, achievable parts.
The first step in a tried-and-true strategy for improving your customer experience and securing your competitive edge is defining a clear CX vision. Let’s examine what a customer experience vision is, why it’s important, and how to get started.
What is the vision for the customer experience?
A dealership’s impact on its consumers is described in a statement called a customer experience vision. It provides direction to the entire organization on how to conduct themselves when interacting with consumers and how to make wise judgments that are in line with the greater good. Since customers are at the heart of contemporary, customer-centric businesses, the terms “company vision” and “company purpose” may frequently be used interchangeably.
CarGurus, as an example of an auto retailer’s customer experience vision, has “a vision for helping automotive shoppers better navigate their car search.” It prioritizes improving the automobile shopping experience for customers, which is important, and is closely connected with the company’s mission of “building the world’s most trusted and transparent automotive marketplace.”
Three justifications for why car dealers need a customer experience strategy
How to make a customer experience plan more effective
When we are unsure of where we are going, it is far too simple to lose motivation. Your CX vision is a source of illumination for your CX strategy. It provides a firm with a clear direction, aids in goal-setting, the formulation and implementation of your strategy, and ensures that consumers are always put first in all business decisions.
a catalyst for culture change to one that is customer-focused
A customer-centric aspiration ignites a shift in the entire company’s focus in the direction of the customer. Employees make decisions with the customer in mind, and sales teams and executives begin discussing customers rather than leads. Do you say we’re talking about customers and not leads? How can we increase our sales? Companies that prioritize delivering value to consumers over “winning a sale” are 60% more lucrative. Talking more about people and less about business has benefits. The irony, my..integration of organizational silos
Silos are your number one pet peeve, in case you didn’t know. The way these departments work creates friction for both customers and employees and makes running the dealership much more difficult than it has to be. One method to bring these silos together and establish a sense of a unified organizational culture is through a customer experience vision. According to CustomerThink, a global community for customer-centric business strategy, departments work toward the same goal, employees feel better connected with coworkers, and consumers have a more uniform experience across the board or a “one-company experience.”
Your vision for the client experience should include these four things.
Even though every firm will have a different vision, there are a few guiding concepts that can help you create a successful vision.
Ordinarily, a compelling vision is:
Customer- and business-focused
Yes, the needs and wants of the client form the basis of the CX vision. However, the business’s goal, values, and purpose must also be in line with the vision. A dealership with the goal of offering inexpensive vehicles to a large number of people will have a very different vision than a high-end auto store with a specialized customer base. Your vision must be unique to your business and your target market in order to be effective for you.
Concise and direct
Although they may sound impressive, long-vision statements will probably fall flat. Employees may find them challenging to understand, let alone recall. Your vision statement ought to have a clear, concise message that can be expressed in one or two sentences. Although it’s generally agreed that anywhere between five and eight words are the sweet spot, utilize as many as are necessary to convey your message without the meaning being muddled. Your vision statement will be easier for employees to remember if it is concise.
Accessible to all organizational levels for interpretation
Avoid using jargon, superlatives, and any subjective terms like “great,” “best,” and “superior” that could cause uncertainty. Use simple language that doesn’t need to be explained. To create something that the entire dealership can comprehend and deliver, you should consult the staff.
How to develop a vision for the automobile customer experience
Recognize what consumers value
Many businesses make the mistake of assuming that their clients care about certain things. We have said it before, and we will say it again. Before creating a customer experience plan, you must make the time and effort to deeply understand your customers.
Customer journey mapping from beginning to end is one way to get there. assemble and examine consumer information from all phases of the customer lifecycle. Get information from your CRM, get comments from staff who interact with customers, and take pleasure in some in-depth discussions with your clients. Create a map of the entire process and mark the elements that encourage loyalty, repel customers and anything else you should be doing.
The purpose of your business.
Reminding yourself of your company’s larger ideals, mission, and vision is a smart idea. If they are no longer applicable, this can also be a chance to reexamine them. In order to create a distinctive CX vision that distinguishes you from your rivals, you must intimately comprehend the DNA of your business.
Build your vision together.
After having a solid understanding of the company’s beliefs and those of its customers, consult the entire dealership to develop a shared vision. This makes it easier to get everyone in the organization on board, especially front-line employees who engage with customers directly.
Ahead is a smooth road
Auto retailers must change the experience they provide to suit today’s customers since the automobile industry is on the verge of total disruption. This could entail a few touchpoint adjustments, but a complete revamp is more likely. In either case, having a clear vision that directs your entire dealership’s strategy moving forward is essential for getting you where you need to be and avoiding any roadblocks.
Back to Blog