The Perils of Poor Dealership Customer Communication
Businesses currently communicate with their clients in a variety of ways, including in-person meetings, phone calls, emails, and text messages. The ways that dealerships can communicate with their clients seem to be virtually unlimited when you include a variety of social media sites and other internet channels.
It would seem strange that there might be a problem with poor communication with all of the information being shared. It’s not just a big problem; it also costs companies billions of dollars annually.
The 3 Pitfalls of Dealership Communication You Must Avoid
Defaulting to a Company-wide Tone is the first trap.
Effective internal communication is the foundation of effective communication with customers. According to research by The Holmes Report, poor communication within companies results in losses of almost $37 billion annually. When management fails to establish a corporate tone that establishes communication standards for the firm and the brand, it can also have an adverse effect on the bottom line.
What transpires in an auto dealership if there is no accepted communication protocol or set of agreed-upon values? Nobody is aware of their responsibilities or how to best portray the brand. Confusion and unfavorable encounters between consumers and your team might result from failing to establish a standard and properly train workers to get everyone on the same page when it comes to communication. Imagine the shock of a consumer calling a local luxury car shop only to be greeted informally and informed, “Uh, yeah, man. We’ll be here, so drop by whenever you like, and we’ll show you what’s available on the lot.
A business can really reflect its brand on social media if it uses effective communication techniques, but if it doesn’t, it could disgrace it. If a firm commits a significant enough digital faux pas, it may even be included on Forbes’ annual list of the “Biggest Social Media Fails.”
Pitfall #2: Failing to take into account varying writing abilities and styles
Auto dealerships and their consumers used to communicate with one another mostly over the phone and in person in the past. If there was any textual communication, it would be mass mailers informing people of future promotions or reminders for the free maintenance program.
In the current digital era, a client can easily engage with their service adviser or a sales representative by using a few keystrokes and mouse clicks. This is practical, but if dealerships don’t take into consideration employees’ various writing abilities and styles, it could be problematic. While an SMS or email with the subject line “Hey” or with spelling and punctuation mistakes may get the point across, it may also provide the wrong impression of your company and brand as a whole, which can undermine client confidence and discourage them from using your services again.
Third error: failing to consider the limitations of written communication
Many staff prefer conducting business in this manner since it provides for convenient communication on a schedule that works for both parties. Some clients prefer email correspondence. While emails may be the ideal approach to inform customers about dealership promotions and events as well as remind them of impending complimentary maintenance appointments, they may not always be the most effective form of communication. Emailing can be a slow and ineffective approach to resolving issues, especially if one does it, and it may cause the client to stop communicating entirely.
Furthermore, it might be challenging to assess the tone of written communication. This may result in misconceptions that wouldn’t happen if you spoke to someone on the phone or in person. (This also applies to texting, where it might be even harder to determine the tone and expectations than it is with a longer email message.)
Let’s move on to Part 2 of this series, where we’ll talk about how to avoid some of the main communication problems that car dealerships frequently encounter, now that we’ve brought them to their attention.
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