F&I and Showroom, Industry Summit 2019
www fi magazine com 18 F I and Showroom Industry Summit 2019 A As marketing becomes increasingly digital customers expect immediate responses and personalized assistance for their unique and specific needs especially when making a bigger purchase like a vehicle According to Evergage 88 of U S marketers reported measurable improvements due to personalization efforts with more than half reporting improvements of more than 10 With such tangible improvements that come with personalization dealerships that dont embrace this tactic can be losing leads without even knowing it But personalizing your customers sales experience doesnt need to be difficult You can turn to technology to make personalization take care of itself HOW TO PERSONALIZE A DEAL Personalization is all about making sure your customers feel like their specific needs and concerns are being properly addressed and your customers arent going to feel that way if your dealership isnt responding promptly While its not exactly feasible to have staff members up at 3 a m to answer questions from late night shoppers what is feasible is integrating intelligent messaging technology into your dealerships marketing strategy In a recent survey we found 73 of customers reported theyve used intelligent messaging and 89 of those customers indicated their experience was positive These statistics can be attributed to the seamless customer experience intelligent messaging provides at all hours of the day This means that no matter what time it is your leads will be having a meaningful interaction with your dealership when theyre most interested in buying In other words it captures your leads while theyre still hot Intelligent messaging is a win win for customers and dealerships alike customers get to interact on their schedule and dealerships get to guide online leads down the sales funnel without being taken away from in person customers To make the experience even more personal intelligent messaging should be implemented where your customers can expect to reach you That means your dealerships website Facebook Messenger and text message Instead of your customers blindly calling your dealership and hoping for a response customers can choose their preferred method of communication send a message any hour of the day and get a quality response immediately Talk Is Cheap Unless Its Personal The next phase in digital marketing is intelligent messaging an emerging technology that allows dealers to customize marketing efforts down to the individual buyer BY ELIANA RAGGIO GETTYIMAGES COM PETAR CHARNOV DIGITAL A recent study found 89 of consumers who interacted with an intelligent messenger reported a positive experience
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