Car Dealers Must Drive an Omnichannel Approach
If car dealerships want to continue to meet customer needs and build relationships that count, they need to make an omnichannel approach to customer experience a top priority.
Did you know that 26% of U.S. car buyers never hear from the dealership again after collecting their new vehicle (Deloitte)? Or that 27% of maintenance and servicing calls to dealerships go unanswered (Xtime Telematics)?
However, 74% of U.S. consumers in the market for a new vehicle say a positive service experience at the dealership (within the prior 12 months) is all it takes for them to return to buy their next car (Cox automotive).
With the amount of competition and uncertainty in the automotive industry, it’s critical to focus on building long-term customer relationships. But if you can’t be where your customers are at the point of contact – you’re going to leave them feeling frustrated and lose out on valuable business opportunities.
An omnichannel engagement platform
This is why as part of its wider digital transformation strategy, the retail arm of one of the world’s largest automotive brands approached Sitel to provide an omnichannel engagement platform for its dealer network. Enabling end-to-end customer care, it currently supports voice, live chat, email and back-office interactions.
But regardless of channel, contact center agents have a 360° view of all conversations, immediate access to all contact history and can identify individual customers before accepting a call. This ensures the routing of customers to the most appropriate agent.
Meanwhile the enhanced address book feature with bespoke search algorithm means agents can identify anyone in any local geography within the dealer network; and the central knowledge base ensures they can confidently provide the latest information regarding pricing, offers or promotions. And, of course, as the platform is integrated with the company’s back office and CRM, ticketing and workflows are managed and qualified leads are captured.
Since its adoption, the platform has increased company revenues by 15% per intervention, led to a 30% decrease in calls from customers following up vehicle repair status and there are 50% fewer call transfers.
Easier for agents
As all information pertaining to customers across all available channels is displayed on a unified agent desktop, and because the platform is designed to facilitate the automation of repetitive tasks, everything is optimized to make it easier and less challenging for contact center staff to do their jobs. And, by improving the employee experience, customers in turn receive a higher standard of CX.
The platform is agile and scalable and designed to evolve in line with business needs. It also supports social messaging, SMS, Facebook and Twitter, plus customer self-service via chatbots and self-service portals – meaning companies can add additional channels in line with consumer expectations without ever losing sight of an individual customer.
To learn more about the challenges facing all businesses within the automotive industry from manufacturers and insurers to after-market service providers, and to understand how Sitel Group can help companies get closer to their customers, download our white paper:
Check out our article on how we can help automotive organizations cut the cost of collections.