Customer Experience Marketing: Benefits and Challenges

Customer experience marketing is a customer-focused marketing strategy that works on improving the way a customer experiences vehicles or services at the car dealership.

If customers have a good experience of using a dealer’s vehicle or service, then they will naturally promote the dealership to their family, friends, and colleagues. This means improved customers, conversions, and sales, without incurring huge marketing expenses.

Benefits of Customer Experience Marketing

For your dealership to enjoy the benefits of customer experience marketing, you need to provide customers a seamless, personalized experience every time they visit the dealership or avail service.

Positive customer experiences can also improve your customer profitability per customer.Customers are more likely to spend more when they are treated as humans and not as revenue opportunities.

Challenges of Customer Experience Marketing

1. Negative reviews

In a local community where most dealers operate, negative reviews can go viral overnight and neutralize the advantage of positive customer experiences.

It takes up to 12 positive experiences to undo the damage caused by a single negative review,

2. Customers judge your dealership at every touch point

Right from the initial Google searches to showroom visits and test drives, vehicle ownership and beyond, customers are concerned about their experience at every touch point.

Only dealerships with robust 360 degree customer facing processes will be able to make the cut. When they do, the rewards are huge.

Improving Your Customer Experience Marketing

Once dealers understand the benefits and challenges of customer experience marketing, the next step is to improve it.

• Listen and understand your customers and their expectations
• Redesign your dealer processes to create customer-centric experiences
• Personalize your customer interaction and engagement
• Constantly focus on customer experience improvements
• Monitor and manage customer reviews
• Resolve customer concerns expeditiously
• Deliver service innovation and optimization to meet customer expectations
• Involve your entire team in improving customer experiences