Technology Specialist: Your Next Hire

[ddavis]

Kelly, these systems are a great example of the manufacturer over promising and under delivering. None of these systems are intuitive and the interfaces are marginal. If one of the auto companies would add a docking system to the dash and open it up to Apple, Samsung and the like, you would have a superior system overnight. Not only would the salesman love it, but the customers, too. They could be sold through the parts department. Want them paired? Just touch them with your phone.

Edmunds talking about the Chrysler 200: "The available touchscreen infotainment interface offers basic functionality, but its graphics are dated and the menu structure isn't very intuitive."

Samsung just brought out the Galaxy 4. In February or mid March, they are coming out with the Galaxy 5. This technology is advancing at a rate that car manufacturers can't react to. Systems that are in cars were ordered months and months ago. Customers will live with them for as long as they own the car. Look at all of the applications that are being offered for iPhone and androids. These changes are daily.

 

[Robert DeForge]

That is a good point Doug on the docking with the phones. The 'phone' is the main computer in a persons life it seems these days. This is the one they learn all of the in's and out's, as it is in their hands/person all day. To learn that, then learn a different set of rules/procedures in a car system may be to much, where if they learn their phone, and all of that knowledge can transfer into their cars system, seems it would be a normal walk for the customer.

Kelly, Ford gave it a shot to pay a bonus to sales consultants for the time it takes to train a customer on delivery, as they heard how much time it takes the consultant away from the floor. It was/is a nice quartely bonus check, but Ford is discontinuing this program. Consultants are pitching a b**tch about it, but I think we are our own worst enemy, because so many I am sure still just 'throw the keys' to the customer, and the customer did not get the proper training that a specialist in the dealership would provide, but yet Ford still paid a bonus out. They saw there quality numbers were not improving in the surveys, so bye-bye bonus.

 

[ddavis]

Robert, the manufacturers would still have their base audio systems and their upgraded stereo systems but it would take the salespeople out of the loop for the rest. By having a docking station in the dash or center console, the customer would be able to upgrade with newer technology. As it is, customers are stuck with antiquated technology when they purchase the car. It remains a CSI issue and a nightmare for the salesperson.

 

[JessicaRuth]

From a recent article:

Car dealers and salespeople can't keep pace with the onslaught of infotainment features flowing into new cars. Today's infotainment systems, which provide smart-phone integration, turn-by-turn navigation and endless audio choices, contain an average of 233 features each, says global automotive research firm SBD. When salespeople try to explain how they all work to new customers, their knowledge base is often inadequate.

233 Features! Holy Shit!

 

[joe.pistell]

I'm still not sold that you can successfully sell a car without knowing all about it - including the technology inside. I'm not saying feed me a line of BS so I get all excited about it, but hearing I need to wait until someone else can help me doesn't sound appealing.

Selling tech and educating a new owner how to use tech are 2 different needs. If I am selling tech, I am selling my Geek squad.

 

[Chris Cachor]

Car dealers and salespeople can't keep pace with the onslaught of infotainment features flowing into new cars. Today's infotainment systems, which provide smart-phone integration, turn-by-turn navigation and endless audio choices, contain an average of 233 features each, says global automotive research firm SBD. When salespeople try to explain how they all work to new customers, their knowledge base is often inadequate.

As infotainment systems get more complex I think it's really on the OEMs to deliver instructions/training to their customers. They also need to design the systems for basic use without a manual. There's just too much information to digest at the dealership and too much variation among salespeople when it comes to computer skill. A quick 5 minute demonstration with the car, provide instructional materials from the OEM, and you're on your way.

 

[yagoparamo]

From a recent article:

Car dealers and salespeople can't keep pace with the onslaught of infotainment features flowing into new cars. Today's infotainment systems, which provide smart-phone integration, turn-by-turn navigation and endless audio choices, contain an average of 233 features each, says global automotive research firm SBD. When salespeople try to explain how they all work to new customers, their knowledge base is often inadequate.

233 Features! Holy Shit!

They will use their children, like I helped my mom with the Sony Betamax and like @JoePistell helped his parents put on gas masks during WWI

Don't oversell it... people learned smart phones, computers, tablets, cameras, etc on their own.

 

[joe.pistell]

... and like @JoePistell helped his parents put on gas masks during WWI

hahahaa

 

[joe.pistell]

All you young whipper snappers can't recall how, a long time ago, back when smart phones 1st arrived, they had no manuals. Nearly everyone needed several hours of heads-down use to "get it".

Now consider, while your driving your car, your head needs to be... UP.

 

[joe.pistell]

Idea: on-demand support* via OEM App

*Automated Support via M2M (Machine to machine) communications.

Example: The data from the car flows to the OEM's cloud where an Algo looks for insights into the "user's behavior". The algo is able to see that the owner has NOT used a feature, or, the owner can't make it thru the workflow (i.e. bluetooth pairing). This algo triggers a communication to the car owner's app that interactively walks her thru some of the new features, or, helps her thru the workflow.

Remember, you heard it on DealerRefresh 1st