Many businesses including the auto industry are wrestling with how to handle all that is being thrown at them social media wise. The bottom line is that we can either continue to attempt to communicate with our customers the way we always have or join them in communicating the way they prefer to.
Last week I got a message on facebook from a service customer that had a magnetic sign damaged in our car wash after a service appointment.
This customer’s first form of contact to address the issue was through facebook!
She did not do it in an open forum where it could have taken a negative spin, but I am willing to bet if I had not handled the situation to her satisfaction she would have taken it to the wall.
The old way of talking at our customers is all but over. We now have the ability to stay engaged with them in a social manner, have a dialog with loyal customers, potential customers and yes the disgruntled customer. The key here is to be a part of the conversation, just be a good party guest.
The average facebook and twitter user knows better than most car dealers how to behave and communicate via social media so don’t fear them. Customers will reach out to you for any number of reasons. You will find yourself answering credit and finance questions. They will ask you about recommended service and warranty questions. Sometimes they will IM you and sometimes write them on your wall. This is where your customers are and this is how they choose to communicate.
Come on in the waters fine.
Last week I got a message on facebook from a service customer that had a magnetic sign damaged in our car wash after a service appointment.
This customer’s first form of contact to address the issue was through facebook!
She did not do it in an open forum where it could have taken a negative spin, but I am willing to bet if I had not handled the situation to her satisfaction she would have taken it to the wall.
The old way of talking at our customers is all but over. We now have the ability to stay engaged with them in a social manner, have a dialog with loyal customers, potential customers and yes the disgruntled customer. The key here is to be a part of the conversation, just be a good party guest.
The average facebook and twitter user knows better than most car dealers how to behave and communicate via social media so don’t fear them. Customers will reach out to you for any number of reasons. You will find yourself answering credit and finance questions. They will ask you about recommended service and warranty questions. Sometimes they will IM you and sometimes write them on your wall. This is where your customers are and this is how they choose to communicate.
Come on in the waters fine.
