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Customer satisfaction emerged as the key theme along with the use of data and mobile at the recent Driving Digital Conference held by the National Franchised Dealer Association (NFDA) and Trusted Dealers.
Scott Sinclair from Google talked about how dealers need to be ready to be engaged throughout the purchase experience on the customer’s terms and urged dealers to be armed with mobile enabled sites as users now interact with their digital presence on at least 57 different screen sizes.
Jim Holder from What Car? confirmed the trends in terms of SUV popularity and the growth of PCPs and also highlighted consumer reviews as an area where dealers can do much more to engage.
Adrian Rushmore from CAP provided insight into how live transaction data can help dealers determine what to buy and at what price.
The key message here was that consumers can find out as much about you and what you sell as they want, using the various digital and non-digital resources available. If you choose not to tell them, they may well choose to shop elsewhere. Younger consumers emerged as less wedded to traditional means of purchase, and the proliferation of information, particularly pricing information, means that a dealer equipped with the best information is likely to come out on top.
Karen Wagstaffe from NFDA compliance and Paul Elder from Inchcape confirmed the impact of the FCA on automotive with a clear emphasis on customer satisfaction being at the centre of what we do and what we can prove we do.
Finally, Lee Manning from Perrys talked through the speed of change in customer’s communication choices and how from the quill to telephone to email and now social media was an inevitable evolution.
Hence, in a fast moving and fast changing retail environment, dealers must not only insure first class customer service, but be able to prove this has been delivered. Further, in a world where communication is “always on” dealers shouldn’t try and hide from social media but embrace the opportunities it brings to build an enduring relationship with their customers.
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