Elevate Your Dealership: Three Strategies for Exceptional Customer Service
Customers are the foundation of a thriving business. At OPENLANE, we view dealers as our core customers, yet we know your success hinges on the buyers who rely on you. It’s always the right time to shift your focus from simply reacting to customer needs to building a service experience that puts you ahead of the competition.
Build a Clear Feedback Loop
Don’t think of customer service as a final grade; start seeing it as your instruction manual for improvement. Providing excellent service requires a closed-loop system: listen, analyze and implement. Design simple friction-free ways for your customers to share their experience, whether through digital surveys or post-transaction surveys. At OPENLANE, we prioritize this feedback loop by assigning every customer a dedicated representative who ensures consistent communications and gives the customer a single point of contact.
Listen to the Negative: Positive reviews are great, but negative feedback can be a gift. It identifies a specific weakness in your process that you can immediately fix, turning a one-time issue into long-term improvement for all of your customers.
Incentivize Engagement: Getting a customer to spend time on a survey can be difficult. Reward their effort! A small incentive like $20 off their next service appointment not only boosts your response rate but also drives important repeat business back to your dealership.
Staff Expertise
A customer’s confidence in your dealership is only as strong as the knowledge of the person they interact with. Exceptional service is delivered by exceptional employees. Therefore, your commitment to their education must be continuous.
Master the Product: Every team member from sales to service must have a comprehensive knowledge of the products, financing options and services you offer. The ability to answer questions quickly and accurately is the fastest way to build customer trust.
Commit to Continuous Learning: Training isn’t a one time event, it’s an ongoing process. Provide regular workshops and specialized education when new models or features are introduced. An investment in employee knowledge is an investment in your dealership’s reputation.
Clear Communication
Communication forms the bedrock of customer trust. When a customer raises a concern, they are looking for two things: a solution, and a feeling that they have been heard.
Listen first, Solve Second: Take the time to genuinely empathize with your customer’s situation. Acknowledging their frustration or concern validates the customer and instantly defuses tension.
Be Crystal Clear: When communicating solutions or updates, prioritize honesty and clarity. Avoid jargon. If there is a delay or an issue, tell the customer directly and explain why. Transparency fosters loyalty even when the news isn’t ideal. This two-way street of clear, honest communication builds a relationship that survives challenges.
Superior customer service isn’t a department, it’s a philosophy for your entire dealership. By actively seeking feedback, empowering staff and committing to transparent communication, you turn standard transactions into meaningful and lasting relationships.
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