Carol Marshall: Why The Human Touch Is Still Vital To Dealership Success
Carol Marshall is the Chief Operations Officer at ActivEngage, Inc., an innovative leader with expertise in building teams and developing the very best collaborative environments. Carol has extensive experience in the automotive and contact centre environments, and her strategic vision and analytical skills have proven to drive results while creating trust and passionate team members in a culture of accountability.
What we discuss in this episode:
A great customer experience requires a human touch.
Great discussions are memorable. You recall them fondly, and they frequently inspire future talks. They become part of our most treasured memories. Consumers are more demanding and have more options today, and dealerships must step up and cater to their customers and prospects with exceptional customer experiences. In this episode, Carol Marshall dives deep into the question of whether car shoppers want to even talk to car dealerships anymore.
Answering the question, Carol says, "They never didn't want to talk to car dealers! It's vital that they talk to someone at the dealership, but their ability and their willingness to wait on that person to provide the information is shrinking."
When shoppers click into a messenger-style chat box on your site, they're ready to do business. And they will tell you if their concern is a market adjustment or what their hot button is. So your staff needs to be trained. You need to make sure you have the right people who can handle those queries and address them. Be an active listener. Acknowledge what it is they're concerned about and address that concern.
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Thanks, Carol Marshall!
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