TO THE EDITOR:
Regarding “Car buyers will go nearly 500 miles to get a vehicle, survey finds,” autonews.com, June 12: There’s an interesting dichotomy in today’s automotive retail world. Chip shortage and supply chain disruptions have caused constant production delays, yet dealers are experiencing all-time high profits and demand. New vehicles fly off lots, pushing used-vehicle prices up.
But the momentum is causing some dealers to neglect tried-and-true best practices — particularly communication and customer experience.
How can dealers uphold best practices during this unprecedented time and make sure they are in a great position to compete when inventory normalizes?
First, maintain communication with customers. Even dealers who have minimal new inventory will benefit from checking in with customers to stay top of mind. Remind them of other ways you can help, like through the service drive and certified pre-owned. This allows dealers to protect their customer base while loyalty is at an all-time low and buyers are willing to jump ship to any dealer with vehicles in stock.
Second, don’t slack on customer experience. Demand may be high, but buyer expectations are not low. Buyers who leave their home dealers to find their desired vehicle may become repeat customers at your dealership. Dealers should take advantage of the shuffle.
When this interesting era in automotive retail starts to wane and supply and demand are more heavily weighted, bad habits formed during great times will cause long-term harm. Dealers who prioritize communication and customer service will come out ahead.
ANDREW RAINS, Chief commercial officer, AutomotiveMastermind, New York City. AutomotiveMastermind, part of S&P Global Mobility, provides predictive analytics and marketing automation solutions for automotive dealers.