Many automotive dealerships listen solely to CRM data and whatever they can learn from Google Analytics to understand and attribute the factors that influence a customer’s purchase decision. Both tools provide a limited perspective. And CRM data is vulnerable to error (e.g., a salesperson inputs data incorrectly or incompletely). To get a more complete picture of shopper behavior, dealerships should mine the data that customers share with you in the form of reviews.
Listen to Your Customers
About eight out of 10 shoppers use online car reviews and car dealership reviews. Smart dealers solicit reviews, listen to them, and manage them like valuable assets – not only because reviews literally represent the voice of the customer, they also track customer behavior.
Think about it for a moment. Each time a customer takes time to talk about their experience with your salesperson, they’re providing valuable data on why they made a purchase. They’re giving you documented feedback on the performance of your dealership down to the level of the salesperson they’re interacting with. And since the purchase of a car still involves a handshake between a shopper and a salesperson, reviews are the purest and most valuable form of CRM data any dealer could hope to have. [Read more…]