When AutoBuzz was created our mission was to alleviate the buyer anxiety that exists in the car-buying journey between point of order and delivery. This anxiety that the customer feels when they are divorced from the showroom, once the deposit has been taken, presents a number of challenges for dealers.
One of the key concerns that we're repeatedly hearing right now is around order cancellations. With certain brands these problems run far deeper, of course, than buyer anxiety and a lack of communication and updates from the sales team.
However, the problem remains and unique data generated through the AutoBuzz platform are continuing to show a clear relationship between customers flagged as ‘At Risk’, within the dealer insights dashboard, and subsequent order cancellations.
How valuable would it be to be able to pinpoint the pool of customers who are most likely to cancel their order? Just as AutoBuzz has proved value in being able to identify the car buyers who are showing signs of adding more value-add products and services to their new or used car order, it is also able to ringfence those who are falling off the track and clearly lacking enthusiasm for the deal.
In fact, for one business that has successfully implemented AutoBuzz, more than 90% of customers who cancelled their order in a three-month period were already flagged as ‘At Risk’ by the AutoBuzz technology.
Going back to the previous point, not all cancelled orders are due to lack of communication. There’s little doubt though that keeping customers informed, excited and motivated by the prospect of driving their new vehicle in the future bolsters the chances of keeping that deal intact throughout the order to delivery period.
Taking it one step further and conducting some quick calculations, consider the number of cancelled orders that your business has handled over the past few months, or even weeks. Even if 50% of those cancellations were addressed and perhaps saved, what impact would that have on the business?
When sales teams are promptly informed about customers who may be losing interest in their order and successfully guide these customers back into the "Active" category, so they begin to engage once more with their personalised WelcomeHub, there's a substantial opportunity not only to retain the order but also to generate additional value for the dealer.
Our research shows that as many as one in five customers who are in the Active category between order and handover add more value-add products to their order, from accessories to paint protection products.
We often get asked: "Can you help us reduce cancelled orders?" The simple answer is: "Yes".
We do this by highlighting the orders that are most likely to cancel before they actually do – but then, in some cases, AutoBuzz even turns a potential cancelled order into a higher value deal.
Want to learn more about your customers in the Order to Delivery part of the car-buying journey? It’s full of possibility, but until you begin to shine a light on it you’ll never truly understand the potential opportunities.
Get in touch today to arrange a quick demo or set up a pilot so you can see exactly how AutoBuzz delivers during Order to Delivery.
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