Providing excellent customer service isn’t just a good business practice, it’s required if you want to get a significant leg up on your competition in today’s market; particularly considering that 89% of consumers have switched to a competitor following a poor customer experience.(1) Customer service has the ability to either make or break your business - plain and simple - and customer expectations are ever-rising with 54% of all consumers say that they have higher customer service expectations than they did just one year ago.(2) So, when you think about it, are you really offering your customers one of a kind service? Even if you are, there’s always room for improvement and we have a few tips to take your customer care to the next level - it’s not as hard as you might think.
Be Personal (Online and in Person) - Today, personalization is key in business and there is access to more consumer data than ever before. Use this data to your advantage so you can get to know your customers on a deeper level and augment their experience based on the information you find. In-person encounters at your dealership will always be considered “personal”, but try taking them to the next level by being polite, authentic, and addressing your consumers by name when you get the chance. Although Chick-fil-A is considered a fast-food restaurant, they always make their patrons feel valued by treating them as people and not a number/sale. The company is known across the country for their customer service and treat the term “My Pleasure” as a way of life. Don’t forget to personalize your service over the phone and through live chat as well. Your customers want to feel valued and appreciated however they choose to contact you.
Provide Insider Tips and Advice - Customers come to your dealership to either browse or purchase a unit, but it’s important to keep in mind that you have the opportunity to take the relationship to the next level. We encourage you to share any advice or insider tips you might have with your customers. Remember, you are the expert. Feel free to share your favorite road trips, national parks, maintenance tips, etc. Customer service isn’t just about making a transaction, it’s designed to build relationships with customers so they will come back for more.
Go the Extra Mile - Consumers expect great customer service - so why not surprise them with a little something extra? Chewy.com is an online marketplace for pet supplies and they are widely known for their excellent customer service. Chewy takes their customer service the extra mile by surprising select customers with custom dog portraits with their purchase - at no additional cost. These portraits have been shared across social media and customers go crazy for them. You might be wondering what this has to do with your dealership - stay with us. After a customer buys an RV from your dealership, you could implement Chewy’s idea in a similar way. Try sending your customer a gas gift card after their purchase saying something like, “Dear, ____. This road trip is on us. We hope you are loving your new RV and we greatly appreciate your business.” We suggest including your contact information as well should they have any questions or concerns about their new RV. Another cost-effective idea could be sending customers swag from your dealership (water bottles, pens, etc.) so they can rep your brand and feel like a valued customer at the same time.
Be a Good Listener - Listening to your customer is crucial for excellent customer service. You might think you know exactly what they need, but let them express their needs when it comes to buying an RV - after all, this is a large purchase. It’s important to guide them along the way and to be their resident expert after they’ve expressed their non-negotiables. We know it’s important to make the sale, and if you’ve had a specific unit on your lot for a while, it can be tempting to push that RV - but hear your customer out to make sure you’re helping them find exactly what they are looking for.
Look for Ways to Improve - Even if your customer service is top notch, there is always room for improvement. A great way to find areas of your business to improve is through customer surveys. We suggest sending out a survey after a customer has purchased their RV so you can understand their experience on a deeper level. We recommend asking questions like this:
- How would you rate your experience with our dealership?
- Are you satisfied with your purchase?
- How could we improve your experience with our dealership?
- What could our employees do better? etc.
Training - We recommend making customer service training a requirement at your dealership. There are a ton of online customer service training options out there or you can create your own custom workshop at your dealership. In between training, you could also share a customer service tip of the day during meetings or post them on a bulletin board in your break room. Make customer service part of your company’s overall mission and make sure your employees are all on the same page when it comes to providing top-notch customer care.
Going the extra mile with the customer service you provide doesn’t have to be difficult. Making small adjustments and improvements can go a long way in building customer loyalty and can help ensure sales for years to come. Keep in mind, Americans will pay 17% more to do business with firms with great reputations when it comes to customer service.(3) How does your customer care set you apart from the competition?
1 Harris Interactive
2 Microsoft
3 American Express
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