Often dismissed as another business buzzword, customer experience (CX) is perhaps the most powerful tool in the arsenal of bricks and mortar retailers. It comes as no surprise that according to Forbes Business Magazine, businesses who provide superior customer experience bring in 5.7 times more revenue than those that lag. 1 CX is no longer a ‘nice to have’ – customers want something they can’t find online and need to walk away from a buying experience feeling genuinely valued and appreciated.
One of the biggest traps a dealership can fall into when it comes to CX is to focus too narrowly on CSI metrics. While valuable, CSI scores can lure dealers into a false sense of security, as more often than not they are provided by happy customers riding the wave of euphoria that comes with buying a new car.
It can happen, but an unhappy customer who travelled to another dealership in search of a great customer experience is unlikely to leave your dealership a review. Here are 3 considerations to significantly boost the customer experience your dealership provides