To truly understand the size of a problem you need to be in a position to articulate its value, answering one pretty straight forward question: Who really cares?
Well, the people who care will be those who are hit the hardest by the problem and it goes without saying that in business the stick that has the most impact tends to be the one made of money.
So, when we embarked on our journey with AutoComms, we started our mission to 'eliminate buyer anxiety' – but to truly understand what this means we had to ask the question; who truly cares about buyer anxiety?
To answer that we had to do a little detective work to ascertain exactly how the lights being turned off halfway through the buying journey, created a multi-million pound problem.
Where are dealers hit the hardest at point of order when the sales person goes one way, after closing the deal and losing interest, and the customer goes the other, after committing to the purchase?
To explore how you can solve this problem, read more here.
We’d love to hear your thoughts on the below, but here’s our view:
1. Upsell: Failure to maximise the value of the customer in this stage of the buying journey
Ever heard of ‘order fatigue’? It’s that moment in the buying journey of any high value product or service when you just want the thing done. You slump over the line and can’t face another add-on, upsell or fantastic, limited opportunity. Effective communication, data-led and intelligent interaction can flip the anxious waiting time for the customer into an exciting, engaging one. Problem is, sales teams aren’t equipped with the information they need at the right time, and as a result are losing out on significant and profitable opportunities, during order to handover, for retailers.
2. Satisfaction levels: Failure to maximise customer satisfaction scores
Consistently high CSI scores translate into incentives and bonuses for dealers because the manufacturers are so determined to live up to the high customer experience targets they have set themselves. One of the reasons we hear time and time again as to why customers are not ‘completely satisfied’ at point of order, is lack of communication after the order.
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2. Deals failing: Customers deciding they don’t want to continue with the purchase – so loss of revenue
Lastly, and this is one few will like to admit, deals are falling out between order and handover – not all because communication falls of a cliff, but enough for it to be a problem. With the order goes the finance revenue, upsell, renewal and servicing revenue.
It’s not fair to expect the sales team to handle every customer in the same way they have up to order point, and the call centre simply won’t offer the same level of treatment. But, deals are and will continue to fail in order to handover and this is a costly failure.
That’s what our research tells us, but we’d love to hear from you. Can you prioritise any of the above? Which hits you the hardest? Are there more problems to add to it?
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