Automotive businesses and dealerships are traditionally siloed environments in terms of what they do (sales v. after sales), how they view customers (prospect v. customer, owner v. non-owner) and how they see themselves (brand v. dealer).
But customers don’t look at a dealer in a ‘siloed’ way, they just have an experience with the brand, whether they are in a buying phase or an ownership mode.
Most dealerships have a businesscentric rather than customer centric outlook. They are mainly open when most of their customers are at work and customer vehicle servicing is based on the dealer’s availability and price structure.
With independents increasingly emulating OEM standards i.e. offering lower cost options and delivering service excellence with a lower cost base, there’s a risk of further market share and margin erosion.
Manufacturers need to develop, and enable networks to deliver, programmes that recognise and respond to customers’ individual needs and preferences.
They need to specifically develop a ‘one customer’ culture and provide a seamless and joined up experience to close the 'loyalty' loop.
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