Automotive Customer Experience Support

Customer Experience (CX) specialists in national car sales and after sales organizations have to face 3 major gaps:

• The Value Gap: cars carry significant value for most people, so customers expect their buying or servicing experience to match that value. Many automotive HQs have realised this, understanding the ROI of great CX. But dealerships, often operating with 1-2% margin only, don’t necessarily see how extra work for their people translates into more money for them.
• The Management Gap: customers perceive the whole chain of “HQs - National organization - Dealer” as one company, expecting a single point of view on their car’s affairs. But reality is different. In order to assure smooth, aligned CX, the HQs establishes standards and KPIs for the whole chain, which dealers may not feel motivating or relevant. In their turn, dealerships are often reluctant to share their customers’ data, stopping the “single view” from happening.
• The People Gap: new times require new skills. Customers want to be listened to and be understood, they seek offers reflecting their needs, and service that’s personal. While both HQs and national organization get that, dealers will struggle: after all, they know how to sell and service a car, but not necessarily how to be proactive and entertaining but non-pushy.