It’s no secret
that marketers and business owners alike have been forced to move beyond simply
selling a product or service to a customer. Nowadays, they are in the business of
selling an experience in addition to the product. A sale that was once a transactional process via an exchange in value (dollars in
return for a product or service) has evolved into much more than that. As a result, company owners have been required to adapt
and provide an elevated customer experience that truly delights, or run the risk of becoming obsolete.
Beyond that, the consumer is demanding more than just a one-time transaction with a business or a brand and is expecting to receive
an experience worthy of their time. Customers have the ability and the right to shut off communication or future purchases with a
company completely with the mere touch of a button or a sequence of clicks. To avoid this in your dealership, this article will share
five insights about the most effective ways to put your customers at the heart of your marketing efforts, incorporate a customercentric mindset into every department team and leverage customer insights and feedback for intelligence to inform your marketing
strategy.
Use data and analytics to uncover opportunities and measure success
Do you know the value of a long-term customer of your dealership? If not, read on. It is important to understand how
to organize data around your customers, establish the right metrics to measure success and deploy the right tools and
processes to execute an effective marketing program. To truly understand your customer’s needs, it’s important to
listen and observe how they are engaging with your company, what channels they are present on and what things they
are talking about. Listening, measuring and analyzing customer metrics can lead to opportunities to further engage them, speak to a
new audience and determine the effectiveness of your current marketing programs. Establish these metrics upfront, benchmark them
and measure your success on an ongoing basis.
Garner customer intelligence in places your customers already are
An easy way to gain customer insights, knowledge, and engagement is to show up and listen to them in the places
they are already regularly spending time. This includes social media channels such as Facebook, Twitter and Instagram.
Are your customers or potential customers looking for answers to questions, or do they need fast customer service?
By optimizing your social presence, consistently engaging in conversation, and providing useful and timely information
to your customers, you will become a welcome addition in their day-to-day world and have a leg up in encouraging them to share
authentic feedback that you can incorporate back into your marketing strategy.
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