Customer Satisfaction is meeting or exceeding expectations. Social Media can be used to show how your dealership satisfies customers and  can add some new ‘expectations’ customers never knew they had. Here are some examples.

Creating Community:

Facebook fan pages can be used to create a community with a car dealer’s customers. Community means that the customers can interact with the car dealership and also with each other. Car dealers can post information about the vehicles they have for sale, special events, community involvement and highlights of their employees.

Think of social media as making a dealership a more friendly place to come to, whether you are coming for a new car, a used car, or service. Available times for appointments can be available. The latest inventory can be shown on line, and the recently arrived ‘used cars’ can be highlighted as well.

A car purchase is one of the biggest purchases or financial commitments people make. And people love their cars. People like to know who else has bought from your dealership. One idea is to have an online picture / video board, with a prize a month, for the best picture of someone with their car in a place they visited, with a short essay about their trip or the place and how the car was a key to their enjoyment. If the customer takes a video, the video can be stored on Youtube and shown on the Facebook fan page. The Picture board or video board gives individuals the enjoyment of showcasing themselves, to their friends and families.

In customer satisfaction terms, this is an opportunity to create customer testimonials. Prospects feel more confident about buying at your dealership when they can see testimonials.

Meet the Staff

Social Media allows customers to get to know the staff at the dealership on a more personal level. Employees might like to post something about themselves or some recent event in their lives. When a customer engages with a member of the staff, if they have been involved with your Facebook fan page, they feel like they know something about that person on a personal level. Doing business with someone you feel you know something about is more enjoyable and relaxing. It reduces the risk factor and increases trust. That makes the customer more comfortable dealing with your staff. It helps establish rapport quickly and puts customers at ease talking about their needs.

Promotions

Customers like to know when they can get a ‘deal. Whether it is a promotion in your service department, a new rebate announced by your car manufacturer, a new ‘used car’ arrival or just a special event at your dealership, communication of your promotions is much easier if you have your customers engaged on a Facebook fan page and / or Twitter. Twitter can be used for short quick communications: some special which is ‘real time’ based. Supposing you are having a slow day in the oil and lube shop. Promoting oil changes in the next 2 hours for a reduced price, might get some customers who have some free time into your service area when times are slow. If you have a Twitter account set up with your customers as followers, this kind of communication can work to optimize revenue.

These examples are just a few ideas for Car Dealerships to  enhance customer satisfaction and also to ‘delight’  existing customers  and attract more prospects.

Add your thoughts and comments in the comment section below.

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Adele Berenstein

Adele Berenstein is an Experienced Customer Satisfaction Executive, recently retired from a Large Global IT Organization after a long productive management career including Sales, Marketing, Services, teaching and education center management and most recently, 19 years in customer satisfaction management. She turned around divisions with customer satisfaction problems, implemented measurable improvements and management systems, and implemented programs to prevent problems from ever affecting customers.

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