Fixed Ops Magazine 2024 Vol 21-2 - 62

Lastly, outsource those tasks you don't want managed
by technology but don't have the bandwidth to manage
internally. For these, evaluate if your people have the
time to handle these functions and consider whether
they will need a back-up. For example, a receptionist
has the time and training to answer your phones but
when someone walks up to their desk with a question
and the phone rings, do they have a back-up or are they
asking the person in front of them to wait a moment?
By utilizing a call center or automotive BDC manned
by real people, you can ensure every call is answered,
which can lead to more appointments, and increased
profitability. Not to mention, you can rest assured that
your customers are being taken care of by professionals
who know your brand and care about your business.
SUMMARY
That's why every interaction matters. Whether it's a
floor up, a service appointment, or a follow-up call,
each touchpoint shapes the customer's experience
and influences their perception of your dealership. And
while technology can facilitate these interactions, it's
the human element that leaves the lasting impression.
HARNESS THE POWER OF
HUMAN INTERACTION
Start by investing in your team. Train them to deliver
exceptional service, empowering them to build genuine
connections, and recognizing their efforts to go above
and beyond for your customers. This will help foster a
culture of empathy, integrity, and accountability, where
every employee feels valued and appreciated for their
contributions. Their connection to your dealership and
their teams will deepen and will be felt by every customer
they encounter, creating a culture that not only
generates employee but also customer loyalty.
Next, leverage technology as a tool to enhance, not
replace, the human touch. Use CRM systems to track
customer preferences and personalize interactions.
Consider implementing chatbots and virtual assistants
to handle routine inquiries that free up your team to
focus on more complex tasks. And above all, never lose
sight of the fact that behind every byte of data, there's
a real person with real needs and real emotions.
62
As technology continues to revolutionize the automotive
industry, the importance of human interaction cannot
be overstated. While digital tools and automation
can improve efficiency and streamline operations, it's
the warmth and expertise of your internal and external
teams that ultimately drives revenue and fosters customer
loyalty. So, embrace technology, but never forget
the power of a reassuring voice and a helping hand.
Lynn Engebretsen is the
Client Service Manager
for
Customer
Traac®,
an automotive call center
and BDC that helps
dealerships
across
the
country improve performance
and profitability.
With over 20 years of
experience
with
Customer
Traac, her background includes telemarketing as
well as call center management and implementation,
including customer satisfaction index and sales calls.
Lynn plays a key role in working with Customer Traac's
clients on a continual basis to assess needs and identify
key strategies to ensure efficiency and ongoing success.
She takes pride in her team's ability to provide clients
with prompt responses, resolutions, and exceptional
customer service.
Fixed Ops Magazine 2024 Vol 21-2

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