Most high-performing dealerships understand that receiving customer feedback is crucial to succeeding in their business. Having outlets to collect this information means customers feel like their voice is being heard. It also gives dealerships good insight into how well their services are doing and whether any changes need to be made.
But just because you have the information doesn’t mean you know exactly what to do with it. Dealerships may struggle on coming up with the right action plan to actively monitor and engage with the feedback, which could leave customers feeling ignored and dissatisfied.
With a solid strategy, dealerships can use customer feedback to elicit change in the right way. Here’s five ways to get started:
1. Define your objectives and goals
Decide how the feedback will be used and where it should come from. Whether it’s to actively monitor your dealership’s services or create a better relationship with customers, having an overarching goal will help your team develop better responses and action plans.
Knowing where the information is coming from is essential as well. There are many channels to choose from including apps, social media, email surveys, and more. Defining the where will ensure information doesn’t get lost or mishandled.
2. Create a system
A good plan can only happen when there are systems in place. Assign team members to actively monitor specific channels. You can also set up a centralized database that funnels in feedback to better track responses.
3. Take action immediately
One of the worst things you can do is not taking action quickly enough when you receive specific feedback – especially when its negative. Responding in real time reinforces to customers that you care about their experience. By having a plan in place, your team can respond quickly to ensure any problems are escalated to the right people and are remedied as soon as possible.
4. Communicate with your team
Communication is key. Have regular reports and check-ins so your teams are fully in the know of your dealership’s performance. This will help them make necessary adjustments to create a better customer experience.
5. Evaluate
Analyzing your customer feedback allows you to measure overall trends and performance. Periodically, combine your data, categorize it, and then take the time to evaluate. As you interpret your data, ask whether the results align with your goals. Utilize the results to adjust your plan of action with your team.
By following these five steps, you will have the opportunity to make informed decisions for your business and customers.
