We’ve all seen it—customers focused on their phones to pass the time while waiting in your dealership, especially your service department. Maybe they are scrolling through social media, checking the news, or playing the latest addictive game. What are they going to do if their batteries die?
Dealerships recognize that waiting with nothing to do is frustrating for customers and try to take steps to make waiting more enjoyable. Providing snacks, drinks, and television in a comfortable setting can help, but in today’s world people want to be connected to what is happening outside the dealership.
To help ensure customer satisfaction, many OEMs are now requiring dealerships to provide customers with charging stations to comply with brand standards. Here’s why they are important:
Helps Customers Stay Connected
The average person spends almost five hours a day on their cell phone according to Digital Trends. Long gone are the days when the only use for cell phones was making a call or sending a text message. Now, people manage nearly every aspect of their lives, from finances to social networking, on their phones. This means a constant drain on batteries. Will those batteries last through their time at your dealership?
Protects Your Brand
The average auto repair service can last anywhere from 30 minutes to several hours, and unpleasant waits can leave customers with a negative view of the brand, according to the Washington Post. Interestingly, research has found that it’s not the wait that matters; it’s that customers get bored while they wait. When people have nothing to do, they perceive wait times as longer.
Even as new technology and solutions help improve wait times for your customers, waiting will never be eliminated completely. Instead of watching customers walk around your dealership looking for a free wall outlet, consider providing complimentary portable charging stations set in convenient places. The wait is less likely to frustrate customers if they are able to use that time checking emails, playing a game, or connecting with friends on social media.
This is the second part in our two-part series over lessons from the Coronavirus pandemic. Check out the first article over fixed operations marketing strategy…