by Jim Hughes on January 20, 2010
Of all the purchases a consumer makes, buying an automobile is one in which a high level of trust during the transaction process seems to be the exception, not the rule. Social media presents forward-thinking auto dealers a way to change this perception. 
Social Media Can Be the Difference
Today’s savvy consumers do their homework online prior to shopping. This is particularly true when it comes to shopping for a car. Buyers are learning about new and redesigned models, dashboard technologies, cool gadgets, fuel efficiencies, hybrids, and of course pricing. However gathering information about an important product is one thing, deciding where to purchase it is another. In the end, people buy cars from local dealerships not automakers. It is here that the engagement process becomes most important. It is here at the dealer level that social media can be the difference.
Building Relationships
Social media provides auto dealers a platform to begin the relationship building process before a customer picks up the phone or enters the showroom. When done properly, social media allows dealers to engage customers in two-way conversations by providing relevant and timely information, offering ideas and solutions, highlighting community and charity involvement, as well as actually giving a glimpse into the people and personalities at the dealership. It is this type of transparency that helps build confidence between a business and its customer base.
Further, auto dealers can use social media communities to enhance relationships with their current customers. Special offers, incentives, contests, employee and customer recognitions as well as car care and maintenance tips can all represent added value to their clients.
Refreshing Approach
As businesses from many industries use social media to engage their customers, auto buyers may find this approach from dealers to be a refreshing change to the relationship dynamic. The Internet has created an educated consumer – social media provides the platform to build relationships with them.
by Jim Hughes on December 20, 2009
Customer service has always been important to business, however today it has become the best marketing tool you have. People are now sharing information, exchanging ideas and voicing their opinions at a rate like never before. Social media and online communities provide platforms for consumer and peer reviews on brands and businesses which can procure impactful results. Positive customer experiences become amplified and produce word-of-mouth referrals. On the other hand, negative customer experiences also become amplified and can damage reputations of even the top brands and companies.
I recently wrote how I think companies that gain the trust of their customers will be the ones to lead their respective industries going forward. Trust in business is built on many levels however at its foundation are credibility, accountability and responsiveness. These traits or lack thereof are often most measured in the area of customer service.
Customer Service Is Where It Starts
Good customer service is where it starts. Listen to your customers, offer solutions, be timely with responses and provide value. It’s basic stuff. If your customers have positive experiences with your brand or company they will share them. Further, websites and social media communities now allow companies to extend their customer service efforts and engage customers in unique ways. Providing expertise, answering questions and delivering relevant information are all part of the customer service equation.
Of course, your brand or business is being talked about in far more places than your own online environments and unfortunately not always in a positive light. There are solutions here as well which enable you to listen to and engage your customers. When they have negative experiences, you want to hear them, formulate a response and take appropriate action. You’ll be surprised at how just making the effort can convert critics into advocates.
The concept of customer service is nothing new. However the techniques and the reach potential have seen exponential change.
by Jim Hughes on October 19, 2009
With ROI as a constant focal point, business owners must implement strategies which accomplish multiple objectives. However how many have considered this approach with their customer retention and new business marketing efforts?
Combine Customer Retention and New Business Strategies
According to a recent study, 41% of small business owners said their top short-term priority is maintaining their current customers. While 26% say they are focused on growing their business. These statistics come from OPEN Small Business Monitor, the semi-annual survey of small business owners conducted by American Express.
That’s two-thirds of all small business owners surveyed that identified satisfying current customers and new business development as their top priorities. I must admit to being surprised the percentage isn’t higher. After all, not many priorities would be more important to any size business. The question that comes to mind though is how many companies actually combine these efforts under one strategic approach?
The Internet and Social Media platforms provide businesses with unique opportunities to combine customer retention efforts with business development initiatives. When a company provides relevant and compelling information, shares its expertise, exchanges ideas, offers solutions and answers questions to consumers it allows itself to build relationships with both current and potential customers.
Companies which maintain an active and evolving digital presence create a consultative approach with their current and potential customers – one that they actually learn to appreciate. It provides an opportunity to communicate with customers during all phases of the sales cycle – without being intrusive. When done properly, it’s an approach that provides transparency, gains credibility and builds trust with your target customers. It serves multiple needs for a business including the important areas of customer service and lead generation.
Does your company incorporate strategies which connect simultaneously with your current customer base and your target market? I’d be interested in hearing your thoughts.
