Get Out Of The Customer’s Way: The Importance of Customer Experience the Automotive Industry

Gary Graves co-founded InteractiveTel, now TotalCX, in 2008 and presently serves as CEO. Previously, he served as the company's first Chief Technology Officer. He developed the communications platform on which the company's proprietary products are based and has been instrumental in the company's dynamic growth trajectory.

In the rapidly evolving world of automotive sales, car dealerships are seeking innovative ways to enhance customer experience and drive sales. The latest podcast episode featuring Gary Graves offers an in-depth look into how technology, specifically Click2Call and Customer Relationship Management (CRM) integration, is revolutionizing the industry. Graves, with his unexpected entry into the car business, has mastered the art of leveraging call data to gain valuable customer insights, with a significant boost from Google's analytics capabilities.

Throughout the episode, Graves emphasizes the critical importance of listening to customers and the seismic impact that telephony data can have on the customer experience. The conversation sheds light on the pivotal moments of customer interactions that can either make or break a deal. These insights are particularly crucial for car dealerships, where the customer's journey can often be fraught with frustration and impatience. Graves points out that a staggering 91% of customers who need to make a second call for the same issue feel dissatisfied, leading many to take their business elsewhere.

The discussion then pivots to the post-pandemic workforce and the recalibration of customer service norms. A personal anecdote about a frustrating shopping experience highlights the increased customer effort required in the current retail landscape. This segment underscores the need for businesses to adopt a CX mindset, viewing their processes through the customer's eyes. By doing so, they can identify the pain points in their service delivery, such as excessive hold times and the inefficiencies of Interactive Voice Response (IVR) systems, which contribute to poor customer experiences.

As the conversation progresses, Graves provides actionable insights on how to mitigate these challenges. One key recommendation is to eliminate the IVR systems that greet callers with an impersonal message and long wait times. Instead, Graves suggests that service advisors should be trained to handle incoming calls more efficiently, thus reducing customer effort from the outset. This approach not only improves customer satisfaction but also fosters loyalty and generates positive word-of-mouth.

In conclusion, the podcast episode with Gary Graves offers a comprehensive roadmap for car dealerships aiming to enhance their customer interactions through technological innovation and a customer-centric approach. By understanding the nuances of call data and adopting the CX mindset, dealerships can position themselves to deliver exceptional service that meets the evolving expectations of today's consumers.