To improve something implies you know where you are today and you know where you want to be tomorrow.
Often when I conduct a preliminary discovery meeting one of the questions I find myself asking anyone who is struggling to wrap their arms around CRM is, What is the Guest Experience that you are trying to deliver? To my astonishment, I have discovered that most Dealer Principals struggle to answer what is perceived to be a simple question. I have asked multiple department managers that same question as well. Each time, I seem to get the same blank faces, with a glimmer of a light bulb that has just turned on, as people realize they don’t know the answer.
I challenge you to try this. The next time you have a team meeting, ask everyone to write down the experience you are trying to deliver and then have each team member share their response. I am sure you will discover all the descriptions are different.
Without clearly defining the experience you are trying to deliver, typically, everyone winds up doing what he or she thinks is the right thing. Characteristically, this means that the Service Department does what they think is right, as do Sales, Parts, and all the other departments. Little surprise then, your guests ‘feel’ differences in their experience as they interact with the different departments of your dealership.
In my opinion, the first thing you have to define is what I would call a “Guest Experience Statement”. This needs to be something that is valued by the guest. Once established, this should drive all actions in the guest experience, from all of your departments, including guest communications: sales, marketing, web, Facebook, Twitter, etc.
The key to success will be continuously ensuring all team members are ‘checking their BlindSpot’ and asking themselves when dealing with a guest ”does this make the guest feel valued and cared for?”
To summarize, to create a valued guest experience, your dealership needs to define what it is; hint, it needs to be based on guest research; and it needs to consider emotions. The great news is that once this is defined and implemented, you can save money and, at the same time, provide a guest experience that is valued and allow you to differentiate yourself.
Check your BlindSpot.