With so much uncertainty in the world today, one thing customers should be able to rely on is a consistent customer experience. This should extend to every part of your brand including browsing online and in person, making purchases, customer service, returns, maintenance and service and more. When customers associate your brand with an experience that is predictable and always positive, they are more likely to become a repeat customer.
The Magic of Repetition
Providing a consistent customer experience and gaining the attention of would-be customers in such a fast-paced world with an overabundance of options can be challenging. According to recent research by Microsoft, 8 Seconds is the amount of time you have to make an impression on a customer. Customers in today’s world are seasoned multi-taskers, moving from smartphone to tablet to laptop up to 21 times in an hour. Because of this, marketers (and dealerships) must compete for attention in an environment where there is a limited ability to focus.
Limited resources and/or track record compared to well-known and well-funded brands make it difficult to be in the right place at the right time when these impromptu opportunities are happening 24/7/365.
How to Be Consistent
Strategy: Focus your efforts only on the most timely and meaningful conversations that your customers, clients and fans participate in. Pick the ones that give you the biggest bang for your time and money and plan them out on a timeline that gives you consistent activity with few inactive periods. Consistency doesn’t make headlines often, because it is simply doing what needs to be done, over and over again. Stay the course and you will see results and achieve your goals.
Automation: Marketing automation guarantees delivery at specific points in the customer’s journey. All buyer journeys need to be actively managed and nurtured consistently. A buyer or customer’s journey is the path the customer takes as they move through the marketing funnel – starting with awareness. By implementing an automated strategy to reach customers at the right time in their buyer’s journey, you can convert more potential clients into cold, hard cash. DealerAmp, can help you automate emails and other interactions along the buyer’s journey.
Brand/Content: You want to be consistently recognizable across screens and mediums. Appearance reflects a variety of important clues about your dealership. Books aren’t the only ones getting judged by their cover! Wherever your audience finds you, quality, consistent visually aesthetic and experience across screens provides continuity, makes you instantly identifiable, more memorable and builds trust and confidence that your dealership will deliver on its claims. Most of all, it reduces the buyer’s need to second guess, delay or click over to a competitor.
Accessibility: The digital revolution has made it inexcusable to be inaccessible. Your dealership must be available to create a sense of trust during those moments when desire and decisions intersect, in order to convert more sales. A chatbot, like what DealerAmp offers can host all of your conversations across many marketing channels in one place. You can be certain you won’t miss a beat when a buyer has a question or needs assistance.
Patience & Flexibility: Building a brand takes a lot of time, effort, and commitment. Keep a strong commitment to work your plan through all the peaks and valleys. There aren’t any silver bullets to move you from unknown to well-known without a solid foundation of building habit. Staying aware of feedback and troubleshooting as you go in the short term will allow you to steer your ship, overcome learning curves and gain traction with your target audience.
Consistency has a huge impact on business growth when employed regularly over the long term as it builds credibility, presence and a track record that will begin to position your dealership everywhere your buyer’s desire strikes.
Demonstrating Compassion
In these challenging times, it is crucial for brands to empathize with their customers and provide them with a sense of support and understanding. By implementing customer-centric policies your dealership can show compassion and build strong relationships with your clientele.
One industry that has set a positive example of compassion is the airline industry. By actively listening to customer feedback, airlines have made strategic changes to prioritize the well-being and convenience of their passengers. These actions can serve as inspiration for businesses in other sectors.
One notable practice is the waiver of flight change fees. Airlines have recognized the unpredictability of travel plans during the pandemic and have chosen to eliminate or reduce these fees. This empathetic approach allows customers the flexibility to adjust their travel arrangements without the added burden of financial penalties.
Airlines have prioritized safety by implementing stringent cleaning procedures. They understand that ensuring a safe environment for travelers is paramount. By taking proactive steps to sanitize aircraft and airport facilities, airlines have demonstrated their commitment to customer well-being.
Reducing booking capacity is another compassionate measure taken by airlines. This practice allows for increased physical distancing and provides passengers with a sense of comfort and security during their journey.
By observing the airline industry’s approach, businesses can adopt similar policies to ease the concerns of their customers. For instance, enacting new safety protocols, such as enhanced cleaning measures and the provision of personal protective equipment, can instill confidence in customers when visiting physical locations.
Offering satisfaction guarantees, additional warranties and hassle-free returns provides customers with assurance and peace of mind. This approach acknowledges that individuals may face unexpected challenges and need flexibility in their purchasing decisions. By eliminating barriers to returns and exchanges, dealerships can show understanding and support their customers in difficult times.
Displaying compassion through customer-centric policies is essential in turbulent times. Dealerships can implement strategies that prioritize customer well-being, flexibility, and convenience. By doing so, they not only build loyalty but also foster a sense of trust and empathy, creating long-lasting connections with their valued customers.
Building Trust Through Open Communication
New information and updates emerge daily, making it crucial for dealerships to maintain clear and frequent communication with their customers. By proactively sharing relevant and timely information, lawnmower dealerships can ease uncertainties and build trust with their potential clients.
Proactive Communication
Utilize Email Newsletters: Send regular newsletters to your customer base, providing updates on product availability, new offerings, and any changes in services or policies. Ensure the content is informative, engaging, and personalized to their needs.
Social Media Updates: Leverage social media platforms to share important announcements, safety measures, and upcoming promotions. Engage with customers by addressing their concerns and questions promptly, fostering a sense of community and transparency.
Website Updates: Holiday Hours, Special Promotions and any other changes should be front and center on your website. By ensuring consistent information across all channels, you foster trust and credibility with your potential customers.
Blog Posts and Articles: Create informative blog posts and articles that address common customer concerns, offer tips for maintenance, and highlight any special offers. Share these resources on your website and social media channels.
Responsiveness and Availability
Prompt Email Responses: Ensure timely responses to customer inquiries and emails, demonstrating your commitment to excellent customer service. Aim to reply within 24 hours or sooner, even if it’s to acknowledge receipt and provide an estimated response time.
Live Chat Support: Implement a live chat feature on your website to provide immediate assistance to customers. Train your team to handle inquiries efficiently and professionally, offering real-time solutions and guidance.
Dedicated Customer Support Hotline: Set up a dedicated phone line for customer support, staffed with knowledgeable representatives who can address concerns, provide information, and offer guidance. Clearly communicate the availability and operating hours of this service.
Social Media Engagement: Monitor your social media channels closely and promptly respond to comments, direct messages, and mentions. Acknowledge feedback, answer questions, and address any issues raised by customers.
Transparent and Up-to-Date Information
Collaborate with Local Authorities: Stay informed about local regulations and guidelines related to your dealership operations. Regularly update your customers about any changes or adaptations you make to align with safety protocols.
CDC and Industry Updates: Stay abreast of the latest recommendations from the CDC and relevant industry associations. Share important updates with your customers, highlighting any adjustments you are making to prioritize their safety.
Website Notifications and Alerts: Use pop-up notifications or banners on your website to communicate important updates or changes in services. Ensure the information is concise, easy to understand, and prominently displayed.
Consistent and informative communication builds trust, reduces uncertainties, and positions your dealership as a reliable and customer-centric resource during these turbulent times.
Optimizing Your Digital Channels
The COVID-19 pandemic significantly accelerated the adoption of e-commerce, with online retail experiencing a surge in both customer numbers and purchase frequency. This shift towards online shopping is expected to continue, making it crucial for businesses to optimize their digital channels to meet customer expectations.
User-Friendly Website Design
Streamlined Navigation: Ensure your website’s navigation is intuitive, with clear categorization and easy-to-find product pages. Simplify the browsing experience for customers, allowing them to quickly find what they’re looking for.
Mobile Responsiveness: With a growing number of customers accessing websites via mobile devices, it is essential to have a mobile-responsive design. Optimize your website to provide a seamless experience across various devices, including smartphones and tablets.
Fast Loading Speed: Slow-loading pages can lead to frustration and cart abandonment. Invest in optimizing your website’s loading speed to ensure a smooth and efficient browsing experience for your customers.
Clear Financing & Promotion Terms
Financing: Many customers turn to financing for large purchases, and an economic downturn may mean more customers need assistance in purchasing a lawnmower. Keep Financing offers up to date with clear requirements and if possible, have the credit application available so that potential buyers can get pre-approved for your dealership financing offers, and arrive confident in their budget and ready to buy. Making this process as painless as possible is key to converting sales.
Promotions: Many manufacturers have factory promotions readily available. Keep the offers up to date with clear and concise information. Keeping costs down as much as possible will allow more buyer’s to purchase.
Enhanced Customer Support
Live Chat Assistance: Implement a live chat feature on your website to provide real-time assistance to customers during their shopping journey. Live chat enables quick resolution of inquiries, boosts customer satisfaction, and increases the likelihood of completing a purchase.
Responsive Email Support: Ensure that customer inquiries sent through email are promptly answered. Set clear expectations regarding response times and provide informative and personalized responses to address customer concerns effectively.
Social Media Engagement: Actively monitor your social media channels for customer inquiries and comments. Respond promptly, offer assistance, and address any issues raised. Engaging with customers on social media platforms fosters a sense of connection and builds trust.
DealerAmp, our automated marketing platform, allows you to view messages across email, Facebook and other digital media channels in one place. Ensuring you never miss an inquiry. Manage every facet of your marketing, in one easy to use, designed specifically for lawnmower and tractor dealerships, platform. Schedule a Demo today!
Continuous Website Testing and Optimization
Regularly Conduct Usability Testing: Periodically evaluate your website’s usability and functionality through user testing. Identify any pain points, glitches, or areas that need improvement and take appropriate measures to enhance the customer experience.
Monitor and Analyze User Behavior: Utilize analytics tools to gain insights into customer behavior on your website. Analyze metrics such as bounce rate, time on page, and conversion rates to identify areas for improvement and optimize customer journeys.
By prioritizing the optimization of your digital channels, lawnmower dealerships can deliver seamless online experiences that meet customer expectations. A user-friendly website, clear financing and promotional terms, responsive customer support, and continuous optimization efforts will help retain customers and drive growth in the evolving e-commerce landscape.
Embracing the Digital Shift: Ensuring a Seamless Customer Experience
Adapting to the changing landscape brought about by the pandemic is crucial for lawnmower dealerships to thrive in the digital era. As e-commerce continues to grow at an accelerated pace, optimizing digital channels becomes paramount to meet customer expectations and foster long-lasting relationships.
By embracing user-friendly website design, providing responsive customer support, and continuously testing and optimizing online experiences, lawnmower dealerships can create seamless digital journeys that keep customers engaged and satisfied. The shift to e-commerce presents an opportunity to meet customers on their preferred channels, offering the same, if not better, quality of experience they enjoyed in the pre-pandemic era.
As the world navigates through these uncertain times, prioritizing the optimization of digital channels is no longer an option but a necessity. Lawnmower dealerships that invest in delivering an exceptional customer experience will not only stay ahead of the competition but also build customer loyalty, driving growth in an evolving digital landscape.
It’s time to embrace the digital shift, refine your online presence, and provide the outstanding service that customers expect and deserve. By staying attuned to their needs and delivering a seamless customer experience, lawnmower dealerships can forge lasting connections, thrive in turbulent times, and position themselves for success in the future.
