Dealers must forge customer-centric approaches by leveraging the right technology

Terms such as frictionless transactions and seamless customer experiences are hot topics these days in automotive retail. But what truly constitutes a customer-centric approach in auto retail? Furthermore, how can auto retailers use technology to create and enhance this customer-centric approach? And is there also a risk that the more dealers lean into technology, the more they could inadvertently create an impersonal experience for customers? Sebastiaan Roovers, Vice President of Sales, Keyloop Canada, answers these questions and more while also providing key insights into how auto retailers can foster customer-centric experiences.

Q: What does a customer-centric approach look like?
 

Sebastiaan Roovers: Today’s consumers have a multitude of choices when it comes to buying their next vehicle: great car brands to choose from, multiple options to fund their purchase and a host of choices when it comes to aftercare. To differentiate from the competition, auto retailers need to adopt a customer-centric approach, where no touch is just as exceptional as high touch.

This requires retailers to ensure that consumers feel cared for whether they interact only digitally or entirely face-to-face – or more typically, a blend of the two. Whether it is an email, a video call, a chat or an in-person visit, each touchpoint needs to be timely, relevant and personalized.

What’s more, after key information is inputted once, the consumer does not want to restate the same information at multiple touchpoints throughout the journey. This is inconvenient and frustrating, which is why dealers should use technology solutions to bridge the gap between these different touchpoints.

In a highly competitive market, half of automotive brands fail to deliver the right customer experience. This means a significant opportunity remains untapped. Retailers that implement a customer-centric approach will foster better relationships and build longer-term consumer loyalty. In turn, this will help them improve sales opportunities and boost their margins.

Q: How can automotive retailers leverage technology to deliver a standout customer experience?
 

Roovers: Technology and digitalization enable pretty much whatever customer experience car-buyers want. The trick is to ensure that consumers feel looked after from the very beginning of their car buying journey. Therefore, the importance of omnichannel communications cannot be understated.

Taking it back to basics, retailers need to serve personalized communications to their customers across various channels that best serves their needs. Personalized calls to action perform 202% better than impersonal ones, according to data from HubSpot.

Retailers also need quick and easy access to relevant customer data. When combined, this fosters a frictionless and personalized end-to-end service experience that drives efficiency for retailers while meeting customers’ needs.

Q: What sort of personalization are customers looking for in their car buying experience?
 

Roovers: Research from Accenture has shown that 75% of customers are willing to pay more for a good customer experience, but what does this mean in practice?

Today’s consumers demand convenience, responsiveness and interactivity. Most importantly, they want to be in control of their own customer journey. Leveraging the right technology and embracing digitalization can help retailers tailor their customer experiences to the needs and wants of their customers.

While there is no one-size-fits-all approach, one thing is certain: There should be a consistent and seamless experience across every touchpoint. The more data that can be gathered, the more retailers can tailor a customer’s journey. And in a successful omnichannel experience, this data ideally should be inputted once and subsequently be available at every interaction, whether online, offline or in-store.

When all tools are linked together, it minimizes the number of times customers need to provide the same information, which reduces customers’ frustration and improves their overall experience.

Q: Isn’t there a risk of digitizing or automating too many processes and creating impersonal relationships with customers?
 

Roovers: Digitalization is occurring across most industries and in many parts of our lives. While the automotive industry may be experiencing a rapid transformation, other sectors – like banking – have already been through this and demonstrated that a balance can be achieved.

The key to fostering client loyalty while adapting to digitalization is to maintain the same levels of exceptional service and customer satisfaction. Today’s customer expects a relevant, personalized and seamless brand interaction at every touchpoint, whether they’re buying online, offline or in-person. Retailers that recognize this and adapt their approach accordingly will stand apart from their competition.

Q: Who can help a dealership make these changes to their businesses? What should a dealer look for when seeking a partner to help with this transition?
 

Roovers: As digital technologies transform automotive customers’ journeys, retailers that adapt to evolving consumer behaviours and demands will be well-positioned to succeed. However, they do not need to do this alone; partner organizations and technology platforms can help retailers deliver an exceptional customer experience.

While choosing the right partner may seem a complex decision, there are several principles that can help guide retailers:

Distinctive. Find a partner that will help create exceptional experiences.

Unified. Seek a partner that truly strives to provide a continuous 360-degree view of consumers that builds understanding and targets interactions. While most partners cannot fully offer this today, it is important to partner with companies that have a clear vision/plan for achieving this goal.

Frictionless. Opt for technology that streamlines processes and empowers customer service and efficiency. It is imperative that solutions are designed with the end-user in mind.

Connected. Embrace a partner with a valuable ecosystem and network that enriches your offerings with a broader range of tools and services.

Simplified. Ensure your technology partner unifies multiple points in your dealership’s infrastructure for smoother operations and better data utilization.

At Keyloop, our Experience-First approach is both a blueprint and a technology platform that supports retailers. Experience-First emphasizes customer-centricity by blending technology, insights, data and partnership in order to better understand consumer needs and preferences. This, in turn, builds trust, fosters long term relationships and improves margins.

ABOUT THE PANELIST

Sebastiaan Roovers
Vice President of Sales, Keyloop Canada
Sebastiaan Roovers, with over 18 years in dealership and SaaS management, is the new VP of Sales for Keyloop Canada. Known for leading high-performing teams, he plans to engage directly with clients to strengthen relationships and drive growth. His exper­tise and dynamic approach will invigorate the Canadian market.

To learn more about Keyloop, visit https://www.keyloop.com/en-ca.