April 13, 2023
Even with the finest car models in town on display and a stellar car sales team, the end-of-month numbers remain unchanged. The fundamental flaw with such sales optimization strategies is that they fail to address the underlying problem.
In the past decade, automobile purchasers have undergone a radical transformation. People once distinguished brands based on products; now they decide based on the entire customer journey.
As consumers evolve, the current automotive retail model becomes obsolete. Many dealerships diminish rather than enhance the consumer experience. In fact, only 1% of automotive consumers report being “fully satisfied” with their car-buying experience.
To understand the issue, consider how communication gaps negatively affect the customer experience and your sales figures.
Customers expect speed, personalization, and convenience. They prefer text, email, or social media messages over calls and want instant, meaningful responses.
Today, consumer-brand relationships mirror personal relationships. Customers expect brands to know them, guide them, and deliver consistent experiences.
Tech leaders like Amazon and Uber set the benchmark for seamless, guided customer journeys. In contrast, dealerships often create friction by forcing customers to deal with multiple disconnected teams.
Each dealership department—sales, BDC, finance, and service—operates independently. These silos block the flow of information, frustrate customers, and erode trust.
The internet has transformed buying behavior. A McKinsey study found 80% of consumers now use online channels when shopping for vehicles.
Most dealerships still cater to older, offline-focused buyers. This disconnect alienates modern consumers who expect a seamless omnichannel experience.
Dealerships that fail to evolve risk losing not only today’s customers but also an entire generation of future buyers.
Shifting emphasis to customer experience is no longer optional—it is essential for current sales and the long-term survival of dealerships and the industry.
