Creating Loyalty Through a Customer-Centric Approach
The saying goes that “the customer is always right.” And while they may not always be true in their expectations and approach toward your business, one thing is certain: the customer is always the focus. Creating a positive, customer-centric experience, especially in a recreational dealership and service center, is much more likely to bring them back for repeat business and loyalty. This satisfaction is so powerful that one of Lightspeed’s dealerships, Mountaineer RV, started their own dealership solely because they had such a bad time buying their own RV.
Achieving a customer-centered culture is rewarding, but it’s also critical for your bottom line, helping you stand out from other dealerships in your area. This is easier said than done as you navigate the complex daily operations of your dealership, but we have some helpful tips to recalibrate your focus on the customer experience.
Understanding Customer Needs and Expectations
A natural first step in thinking like a customer is to better understand their needs and motivation. What do they want to accomplish by being in your dealership? While your showroom is full of high-powered vehicles with a host of features, the customer usually wants an experience that the vehicle provides, not the vehicle itself. Harvard Business School Professor Theodore Levitt once famously said, “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!”
While the vehicle is important, it’s what they do with it that matters. Do they want to have fun with their grandkids on the lake? Do they want to travel in an RV around the country to visit baseball stadiums? Listen to their questions, and ask good questions of your own to determine what success looks like to them, even if it’s just getting them information and letting them process it.
Whatever the vehicle you’re selling, getting to know the “why” of the purchase is a great way to connect with them and get them the right vehicle to meet their wants and needs. This will then develop a loyal relationship, as they know you care about their experience and satisfaction and not just moving product.
Providing Personalized Experiences
To get inside the mind of your customer, a good approach is to think about each one as an individual, so a personal experience is key. Even if you remember someone’s name, it makes them feel more connected and special. But going further, if you remember their vehicle, what they use it for, their hobbies, or anything else related to your previous interactions with them, it shows that you’re listening and engaged.
Inside Lightspeed, you can create notes to remind you of a specific customer’s experience. And, with the new phone integration, when a customer calls, their information will show up on your screen, so you’ll be able to greet them personally and have all their information at your fingertips.
Understanding the Buyer’s Journey
Vehicle service and even purchasing a new vehicle can be a stressful experience for a customer. Even if things go smoothly, it may be out of their comfort zone to understand service done to their vehicle or the financing options of purchasing a new one. Sometimes the best way to connect and think like a customer is to remember that they have a lot to consider and process.
This customer-focused approach can touch every aspect of your business, from service technicians to salespeople. It can look like not being pushy with a sale or showing patience if they’re overwhelmed or frustrated. In the end, it’s about achieving a high level of professionalism across the business.
Continuing to Communicate
Building trust throughout this process ideally results in a loyal customer, but how do you keep that customer for the long haul of future service, purchases, and even referrals? The key is to keep the conversation going. Find ways to organically connect with them to provide information or suggestions. For example, schedule a text or email to remind them of upcoming service. Get them on your monthly email list for news and tips for vehicle owners. Let them know about an upcoming sales event or promotion.
Especially if you’ve developed a strong, loyal relationship with a customer, the best way to foster that relationship is to keep in touch. Lightspeed can certainly help with that by providing streamlined communication tools like phone and text integrations, marketing email tools, and more.
And speaking of communicating, check in with the Lightspeed team today if you need help with any Lightspeed tools to help you connect with your customers. We’d be happy to talk with you!
Robert Grant
I'm driven to help recreation businesses and OEM's operate hyper-efficiently by providing data, software and integration solutions that help them streamline operations and increase profitability.
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