Customer engagement is vital to the success of any business. It's not just about making sales but creating lasting relationships that build loyalty and trust.
But how can sales executives "do" customer engagement well?
Key Ingredients of Great Customer Engagement
By listening to, analysing, and reviewing thousands of customer interactions each month, we've identified five key ingredients that contribute to great customer engagement.
Personalisation
Tailoring communication to a customer's individual needs makes them feel valued and understood.
Use customer data to personalise emails and voice interactions, calling them by name and mentioning past interactions. This shows you care about them as people, not just numbers.
Active Listening
During voice calls, be fully present and don't interrupt the customer.
Summarising what the customer says and asking clarifying questions show you're really paying attention. This helps solve problems more effectively and also builds trust and rapport.
Clear and Concise Communication
When writing emails, get to the point quickly while still being polite and professional. Don't use 20 words when you can say it in 5 and avoid using complex words unnecessarily.
On calls, speak at a moderate pace and steer clear of industry jargon that could confuse the customer. Keeping things clear helps avoid misunderstandings and makes sure customers feel heard and informed.
Empathy and Understanding
Showing empathy means recognising the customer’s feelings and showing that you get where they're coming from. Whether in an email or over the phone, using language like, "I can see how that would be frustrating," can really help.
Empathy calms upset customers and makes them feel valued.
Prompt and Professional Responses
Responding quickly to customer enquiries shows you respect their time. Aim to reply to emails as promptly as you can, ideally within minutes.
On calls, make sure you call quickly after a contact request, speed of response is an important influencer in a customer’s likelihood to engage.
Quick and professional responses show you're reliable, boost customer confidence and create a competitive advantage.
Actioning Great Customer Engagement
In a world where 87% of satisfied customers are likely to return to the same dealer for their next vehicle, customer engagement is now a crucial part of the automotive sales process.
Putting these practices to use can really boost customer interactions and build stronger, more loyal relationships. By focusing on these core areas, dealerships can make sure their customer engagement strategies lead to long-term success.
To learn more or share your ideas on customer engagement, please feel free to make contact with a member of our sales and marketing team.