Good customer experience means more than keeping your existing customers happy. It can also be your most powerful growth strategy. Delight your customers again and again, and they will promote you to their family, their friends, and their colleagues—and you’ll reap the benefits.


But before diving into practices to help your sales & showroom team offer a better customer experience, let’s first answer the question: what is the best excellent customer experience definition?


Excellent customer experience means going above and beyond to add distinct value to the customer.


“Distinct value” here means that you are providing the customer with special, unexpected extras before and after the purchase of the car. You anticipate customer needs and respond immediately. The extra services and care of great customer service are often behind the scenes touches, but felt strongly by the customer.


Quite simply, think of it as VIP treatment for your customer where customer satisfaction is your top priority. With the instant services and technology available today, customers already have high expectations. Your sales team’s service should try every day to EXCEED customers’ expectations. And providing excellent customer service does not have to be difficult.


Below are four simple practices to implement and take your customer experience strategy to the next level.


1. Know your customer

You can’t create a personalised customer experience without first knowing exactly who your prospects and/or customers are. Here are key questions to know:

  • What are their requirements and/or desires?
  • What is their past purchase history?
  • Have they enquired previously? What were their comments?
  • What is the next step in their customer journey?

Based on this information, you can create a personalised experience for the customer. You provide options & information that matters to them on an individual level. Your goal is to make their lives easier and let them know that you understand their needs and are listening to their questions and concerns.


Maintain an up-to-date, mobile Sales & CRM solution to help you keep track of this information and attach to every opportunity. This way, any sales consultant, receptionist or CRM manager can easily access the information upon making contact.


2. Implement the right tools


There are various tools for dealerships to help sales teams easily communicate with prospects, other departments, and focus more on the relationship rather than time-draining, administrative tasks.

However, it’s important to pick the right software when choosing essential tools such as your customer relationship management (CRM) system. Everything should be maintained all in one place to manage the customer relationship, including enquiries, comments & past purchase history. With the right Sales & CRM Solution, you can increase productivity and improve processes through funnel management. Other benefits include:

  • Access to a 360-degree view of the customer
  • Data can be analysed to understand your customers better
  • Long customer response times can be eliminated

The right software can not only automate administrative tasks but also help your team identify opportunities such as a new lead based on a customer conversation or when there’s an opportunity to repurchase.


3. Utilise multiple channels of communication

An omni-channel approach is the best way to meet your customer where they are. Different customers prefer different channels. Use their preferred method of communication if you can.


28% said that having multiple channels to communicate made for a better experience.


There are many channels available for communication today such as:

  • Dealer Website
  • Social media
  • Email
  • Phone

The greatest hurdle when it comes to utilising multiple channels of communication is accessing all channels in the same place. The goal is to create a seamless experience for the customer – no matter which channel they choose to use. Alignment is key. All of these channels, therefore, need to be integrated — not just in sales but across departments. Again, choosing the right Sales & CRM solution to meet these requirements will be the key to success.


4. Avoid silos between departments

Departmental silos create a variety of problems such as missed opportunities, unclear communication, and frustrated customers. There needs to be a connection between them to offer proper customer experience.


It’s important that every department be informed of your dealership’s sales processes, as well as the stages of the sales funnel. Through your Sales & CRM solution, any employee should be able to log on and see exactly where any Lead, Prospect, or Customer is in their customer journey.


Connecting silos helps ensure that you have one conversation with your customer across departments, creating a seamless, positive experience.



Let’s now summarize our best practices for improving customer experience:

  1. Know your customer
  2. Implement the right tools
  3. Utilise multiple channels of communication
  4. Avoid silos

On a management level, all of these practices can be boiled down to one thing: Value every relationship. Whether it’s the CRM department, marketing, your own sales team or the customer, have a genuine interest and concern for the people connected with your company.


Finally, ensure you have the right Sales & CRM Solution implemented at your dealership to meet the requirements of a more and more demanding customer experience. If you have questions about which Sales & CRM solution to choose, you may find this next article helpful.