Customers engage with five times more content about their new car, handover day, accessories, service plans, and much more while they are in the limbo period that is order to handover than you realise.
We’re often amazed at the incredible data insights that are generated from the AutoBuzz platform. When we first started building the tech it was our hope that we would be able to reflect ‘exclusive’ information for the automotive retailers that work with us.
Order to handover is the untapped, invisible section of the buying cycle in automotive and it was up to us shine a light on that period of time, then help businesses to use the data we uncover in the most effective way.
Something that emerged this week, after a month or so of analysis, is just how much goes on behind the scenes during order to handover. What do we mean by this?
Well, if you’re reading this the likelihood is that your communication strategy for customers waiting for their new car is one of the following:
Hold tight and hope they don’t call in
Occasionally (maybe weekly) call the customer
Occasionally (maybe monthly) email the customer
The problem is the reaction to 2 or 3 is all you get from making the call or sending the email. You don’t see what goes on beyond that moment, and even if you are fortunate enough to get through – what has the customer been engaging with all day? Or, what do they turn to read as soon as the call is finished?
AutoBuzz however, delivers unique customer journeys for each and every order, so we can track what goes on after the email has been delivered. We track, what we call, genuine engagement.
Here’s an example:
One car buyer, receiving the AutoBuzz experience, opened the series of emails 14 times between order and handover, and clicked 4 times.
Nothing too much to deduce here.
However, AutoBuzz is able to track that this same customer revisited pages in his WelcomeHub 140 times, and as a result of this engagement went on to purchase £750 worth of additional products and services.
140 revisits is the real story here, not a few opens and clicks.
Get the real story, understand the actual behaviour of customers, give customers an amazing experience and drive up revenue through upsell in the meantime.
Try AutoBuzz today...
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For more information, feel free to get in touch and discuss a demo or integration of AutoBuzz to your dealer group by clicking HERE >>
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