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3 Ways to Personalize Your Customer Buying Experience

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Article Highlights:

  • Research the customer buying history and greet them by name.
  • Always follow up after their visit.

In today’s fast-paced world, consumers want quick buying experiences that give them exactly what they need. But a fast car buying experience does not always equate to a quality one. In a Forbes article titled Personalized Customer Experience Increases Revenue and Loyalty, Shep Hyken says the majority of consumers are “less than impressed by the lack of personalization in their shopping experiences.” So what is your dealership doing to give customers experiences that keep them coming back? Like Hyken said, the best way to do it is through personalization. Make each individual feel valued when they visit your dealership. It will bring customers back time and time again, and give your dealership a great reputation to hang its hat on.

Here are three tips on how to personalize your customers’ buying experiences.

1. Gather data about them before they come to your dealership.

A simple way to gather data is by using a screening system or software that holds information on any customers who come to your dealership. This information includes their background, history, and any purchasing information you’ll need. You can personalize the customer buying experience by tailoring the appointment or session to meet their needs.  This can also be used to bring them into the dealership, by targeting mailing campaigns to well-qualified customers.

2. Greet them by name.

It’s one of the simplest things you can do. The moment they are greeted with their name, they will instantly feel important and valued. It will help build trust between them and whoever they are working with. If you continually use their name throughout the customer’s time at the dealership, it lets them know you are interested in their needs and really care about helping them.

3. Follow up after their visit.

A great way to complete the overall buying experience is by following up with your customer after their purchase. Check in to see if they are satisfied or need anything else. This lets them know you care about them and their purchase. It also allows you to get feedback on how you’re doing with customer service, and gives you an opportunity to invite the customer back for a service appointment or future purchase.

What to do next:

In order to create the best personalized buying experience for every customer, put these tips into action to build trust and value between them and your dealership. Welcome customers with a positive attitude and professional manner so they know you’re excited and eager to help them buy a vehicle.

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Director, Product Planning, CRM and Variable Ops, Reynolds and Reynolds

Ed Pontis is Director of Product Planning at Reynolds and Reynolds for CRM and variable operations solutions including FOCUS, docuPAD®, Desking and more. Ed was a director in a large international consulting firm, bringing in leading practices from these segments to Reynolds.

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