Blog in 20 Seconds:
- Engagement Potential: How quickly are you responding to leads and what does the customer experience (see on their phone) when you call, text and email them?
- Engagement Quality: How well is the team responding to customer inquires. On average, just 40% of dealers answer customer questions... Why? and how to address this.
- Engagement Completion: How is the team following up on leads, both frequency and relevance? 64% of weaknesses in customer interactions are identified soley through mystery shops.
Use your mystery shops with your team to improve process and skills.
Podcast in 5 Minutes (Proactive Dealer Solutions Visit):
Blog in Detail:
Have you ever wondered what your customers truly think about your dealership? Mystery shopping in the automotive industry is more than just an evaluation tool; it's a gateway to unparalleled insights into customer experiences. Not just the tired "Did you do" checkboxes of yes/no evaluation, but call labeling, spam, texting, digital retail and technical experience that impact customer engagement rates by a whopping 35%. I am not answering a call I do not recognize! AND, we mystery shop you all the time!
*SMALL SELFLESS PLUG*
We mystery shopped every dealer in the US last year, many multiple times. That means we shopped your dealership. Do you want your evaluation? Ask us. We WANT to share our experience with dealerships in the spirit of developing dealership teams! Yes, it is at no charge. Let's go!
A staggering 64% of weaknesses in customer interactions are uncovered through mystery shopping alone. This isn't just a statistic; it's a wake-up call for dealerships to hone in on their customer service strategies. However, identifying these weaknesses is just the beginning. The real magic happens when these insights are transformed into impactful actions.
Let’s delve into how you can turn these evaluations into a roadmap for success:
- Actionable Intelligence, Not Just Data: Think of mystery shopping reports as a goldmine of insights, offering a deeper understanding of customer psychology and buying patterns. Use this intelligence to tailor your customer service approach, making every interaction count.
- Integrating Digital and Physical Experiences: Today's car buyer often starts their journey online. Align your mystery shopping with digital customer behaviors to create a seamless transition from online browsing to in-store purchasing. What do caller see on their mobile phones when you call them? Does your team use their personal mobile phones? How does all of this impact engagement rates? Customers answer calls they recognize in order: Family, friends, and business associates. Properly label your pone.
- Cultivating a Culture of Employee Development: 65% Of Employees Want More Feedback (So Why Don't They Get It? -Forbes) Shift the perception of mystery shopping from a monitoring tool to a growth opportunity. Every evaluation point is accompanied by a reason why the question is relevant and resources to help better engage customers. Your team is ready to embrace these insights for personal and professional development, self-fostering a proactive and engaged workforce.
- Predictive Customer Service: Move beyond reacting to customer issues. Analyze mystery shopping data to predict and preempt customer needs, keeping your dealership ahead of the curve. The number one challenge with lead handling today- and growing due to the advent of digital retail solutions is a single lead flowing in as many as three directions and potentially to three people in the dealership- none aware of what the other is doing with the customer. Example: I submit a lead through a DR tool that uses KBB Instant Cash Offer and VinSolutions for their CRM. The sales manager sees the DR lead, the trade manager gets the KBB ICO, and a BDC agent handles the lead that arrived in Vin. Mystery Shopping (or you test shopping) reveals what is happening with your leads in your most common scenarios.
- Comprehensive Customer Journey Mapping: Utilize mystery shops to construct an end-to-end map of the customer journey. Focus on not just pain points but also moments of delight, crafting a memorable customer experience. Often dealerships share the same vision of their desired customers' journey but disagree on the execution of providing the desired customers' journey. Ask us for a free GAP analysis form and report... it takes each manager 5 - 10 minutes to complete. In return, you discover where your team agrees and where you differ on the customers' journey.
Ready to transform your dealership’s customer experience? Contact us for a personalized consultation and discover how our mystery shopping expertise can elevate your business.