- May 1, 2005
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This was set to me by Mercedes-Benz for dealers that are undergoing construction. I thought there were some decent pointers in here that of course work for any dealership. I thought I would share...
NOTE: If you have any additional suggestions - please share!!
Under Construction: Customer Satisfaction
Building Relationships During Renovation Projects
No matter how well-planned and executed, a facility renovation may at some point disrupt the service area, where approximately 70% of the Customers that visit your dealership are seen. Established clients, in particular, may be disconcerted if they drive by or arrive one day to find trailers, temporary entrances, and heavy equipment on the property. In the worst case, if they lack information about the scenario and anticipate serious discomfort or inconvenience, they may decide to make other arrangements for service.
We frequently see Customers remarking in surveys that they were bothered by dust and noise, or were unsure about where to go, where to find their advisor, etc. As you set up interim processes and plans to ensure efficiency as the construction progresses, be sure to manage your Customers' expectations with frequent, enthusiastic communications from start to finish.
Here are some actions to take across various channels. The goal is not merely to keep your Customers informed, but to gain their understanding and generate excitement about what the changes and improvements will mean for them.
On the Dealer Website and Social Media
Announce planned construction on the home page, with a description on the site of the benefits (such as a larger waiting area, new computer work stations, visual access to the workshop) that Customers will see at the completion of the renovation.
Provide an email address or phone number for a designated staff member to facilitate comments and questions from Customers. Ensure that these are answered in a timely fashion.
Change the site information and provide progress reports, particularly if different areas of the dealership are affected in phases. This gives Customers up-to-date insight as to what to expect when they visit the store.
On the dealership Facebook page, share project milestones, and post photos that have not been used elsewhere to give fans of your page an exclusive preview. Encourage conversation and reactions to the renovation as it takes shape.
On the Telephone
Change the on-hold script to incorporate messaging that the store is under construction, and update with alerts to any situation affecting the dealership today (e.g., a change in parking, or in the hours of operation/closing due to construction).
At the time of appointment, the BDC staff/appointment-taker should inform Customers of the construction, where to drive and to look for temporary facilities (trailers, tents, etc.), and should apologize for any inconvenience.
In E-mail and E-newsletters
Send an initial email to all Customers explaining the construction with a picture of the new facility. Follow up periodically with updates and progress pictures.
Incorporate information about upcoming construction as well as updates into your electronic newsletters. Always include the dealer website for more up-to-date information.
With Signage
Similar to what highways, airports, and malls do, greet your Customers with clear, extensive signage, from “pardon the inconvenience†to directional information identifying entrances, the waiting area, rest rooms, and other key spots.
Showcase the project with displays of artist's renderings and architectural drawings of areas that are especially important to Customers, such as the drop-off/pick-up area, Customer lounge, the shop, and the boutique.
In Marketing Campaigns
Add verbiage to your regular marketing communications indicating that you are under construction.
Use the construction as a reason to not only update Customers but also invite them in with special, construction-related offers.
Upon completion of the renovation, think about a re-opening event and/or service clinic. This can combine sales and service.
By essentially making Customers part of the process, you demonstrate that their satisfaction and confidence while under any circumstance is paramount. When the dust starts to fly, take advantage of the opportunity to bolster Customer relationships and help ensure they'll be looking forward to experiencing their new, state-of-the-art dealership.
NOTE: If you have any additional suggestions - please share!!
Under Construction: Customer Satisfaction
Building Relationships During Renovation Projects
No matter how well-planned and executed, a facility renovation may at some point disrupt the service area, where approximately 70% of the Customers that visit your dealership are seen. Established clients, in particular, may be disconcerted if they drive by or arrive one day to find trailers, temporary entrances, and heavy equipment on the property. In the worst case, if they lack information about the scenario and anticipate serious discomfort or inconvenience, they may decide to make other arrangements for service.
We frequently see Customers remarking in surveys that they were bothered by dust and noise, or were unsure about where to go, where to find their advisor, etc. As you set up interim processes and plans to ensure efficiency as the construction progresses, be sure to manage your Customers' expectations with frequent, enthusiastic communications from start to finish.
Here are some actions to take across various channels. The goal is not merely to keep your Customers informed, but to gain their understanding and generate excitement about what the changes and improvements will mean for them.
On the Dealer Website and Social Media
Announce planned construction on the home page, with a description on the site of the benefits (such as a larger waiting area, new computer work stations, visual access to the workshop) that Customers will see at the completion of the renovation.
Provide an email address or phone number for a designated staff member to facilitate comments and questions from Customers. Ensure that these are answered in a timely fashion.
Change the site information and provide progress reports, particularly if different areas of the dealership are affected in phases. This gives Customers up-to-date insight as to what to expect when they visit the store.
On the dealership Facebook page, share project milestones, and post photos that have not been used elsewhere to give fans of your page an exclusive preview. Encourage conversation and reactions to the renovation as it takes shape.
On the Telephone
Change the on-hold script to incorporate messaging that the store is under construction, and update with alerts to any situation affecting the dealership today (e.g., a change in parking, or in the hours of operation/closing due to construction).
At the time of appointment, the BDC staff/appointment-taker should inform Customers of the construction, where to drive and to look for temporary facilities (trailers, tents, etc.), and should apologize for any inconvenience.
In E-mail and E-newsletters
Send an initial email to all Customers explaining the construction with a picture of the new facility. Follow up periodically with updates and progress pictures.
Incorporate information about upcoming construction as well as updates into your electronic newsletters. Always include the dealer website for more up-to-date information.
With Signage
Similar to what highways, airports, and malls do, greet your Customers with clear, extensive signage, from “pardon the inconvenience†to directional information identifying entrances, the waiting area, rest rooms, and other key spots.
Showcase the project with displays of artist's renderings and architectural drawings of areas that are especially important to Customers, such as the drop-off/pick-up area, Customer lounge, the shop, and the boutique.
In Marketing Campaigns
Add verbiage to your regular marketing communications indicating that you are under construction.
Use the construction as a reason to not only update Customers but also invite them in with special, construction-related offers.
Upon completion of the renovation, think about a re-opening event and/or service clinic. This can combine sales and service.
By essentially making Customers part of the process, you demonstrate that their satisfaction and confidence while under any circumstance is paramount. When the dust starts to fly, take advantage of the opportunity to bolster Customer relationships and help ensure they'll be looking forward to experiencing their new, state-of-the-art dealership.
