How much attention do you pay to your customer base? With technology and automation making certain jobs obsolete, you may have eliminated the position of customer service manager. Maybe you’ve been lulled into a false sense of security about how far technology has come but customer expectations have never been higher. In fact, your potential customers’ expectations have never been higher. There’s never been a more apropos time to dig your well before you’re thirsty.
A few years ago, customer service managers would do their follow up with sales and service customers and merrily going about their business, waiting by the phone for problems to come to them. Today, dealers and brands must meet the customer where they are: listen and monitor the jungle tom toms to tell you when trouble is brewing. Business has always been built on relationships and Social networks allow us to communicate bigger, farther and wider than ever before.
It’s time to reinstate the position of customer service manager only this time they have a much more comprehensive list of job duties. They must attend to all the standard functions they did before with the added duty of listening, reaching out and engaging with your customer through Social Media. Think about when you call or interact with a company now, especially if you’re having an issue with them. Do you wait patiently for them to respond? No, you want to be heard immediately. Social platforms have made it possible to attend to customers’ needs almost immediately. Customers know that, they know YOU know that, so their expectations are set.
Your store must create awareness and foster a relationship with the customer before, during and after the purchase. Instead of waiting for a complaint to come to you, you must be an active listener. Your attention on what matters most–the customer–has its rewards:
1. Reaching out and engaging the customer prior to sale makes you top-of-mind when they’re ready to buy.
2. Supporting them as they decide to purchase establishes trust and strengthens the relationship.
3. Continued engagement with them after the purchase shows you care. They feel comfortable referring to you their network.
4. Effective listening and undivided attention diffuses conflicts. Resolving their problem makes you a hero.
A dealership Social Media manager IS a customer service manager. They manage your online community: they solve conflicts and they engage fans and followers in meaningful conversations that ultimately generate leads. You and your management team can no longer afford to do this in your spare time. There are too many customer service nightmares waiting to happen. It’s time to make sure the real-life experience your customer receives at your store gets communicated to your online community. Provide your network with a liaison and make that one customer experience that changes perceptions a fantastic one!