Some good news for my car dealership clients from the latest global survey of consumers about purchasing electric vehicles. There are lessons here for all of us. From McKinsey & Company:
Despite enthusiasm for digital, traditional approaches remain popular. Forty-four percent of consumers say that they value a personal connection, and 40 percent say that they appreciate the opportunity for price negotiation. Indeed, only 24 percent say they want an entirely human-free experience.
Customers expect to take a test drive, too. You are needed as the face of an automotive brand–and as the person who listens to and addresses their concerns.
More good news: The bar is really low. According to the data, customers are skeptical that a dealership can take care of them. Only about half were satisfied with their most recent car purchase experience.
So if you can provide a test drive … make one employee the point of contact … and deliver the car promptly … you have addressed three of the four biggest pain points in the survey.
(Some mixed news: Customers want to negotiate … but the biggest pain point is lack of transparency in pricing. Tread carefully.)
The test drive seems like the key. This is your moment to demonstrate your automotive brand–or your store’s brand–can deliver on what the brand promises to be about. It’s much like our recent discussion of vision statements. On the wall is great … but do you practice what you preach?
Regardless of your business, when was the last time you walked through what it was like to be a customer in your processes? There are two types of opportunities to reveal:
- People: more knowledgeable about the product or service … better able to demonstrate benefits with features during a demonstration … the ability to stay with the client and own their experience.
- Process: less steps and handoffs … enabling the customer to give information once (perhaps online) in a way that carries through to all future steps … readiness of facility and product.
Commission an employee team to go through your experience and report back to you the findings. If you’re feeling really frisky, have them do the same in a mystery shop of your competitors.
The bar is low. As EV interest increases–and as all industries continue to see more interest in online engagement–now is the time to maximize your experiences.