This article was published on June 1, 2018, in the Danish newspaper Børsen. Børsen is Denmark’s leading business newspaper and delivers daily business news and information.
By Steen Bachmann, Børsen
What
is ag analytics?
“We are a consultancy that helps car dealers and importers reach their customer
satisfaction goals within sales and service. If you don’t get top scores every
time the customer visits, there’s a great risk that the customer is not loyal
to the brand and workshop . The automotive industry is the industry that gets
measured, controlled and benchmarked on the customer dimension most
systematically – nevertheless, there’s still a lot of room for improvement.”
“The
cars are high tech, but the dealers are not.” You have to give an example?
“In many car dealerships, they end up adding technology to solve internal
problems. The most important thing is that the dealers need to use technology
that makes a difference because they understand the customers’ journey and challenges.
That way customers experience technology as an advantage. Far more people have
to ask themselves the question, “What do customers want us to deliver?” It may
be better information about what happens during service through video
recordings, or that the online booking system diagnoses the customer correctly
with exactly the right questions, so that the workshop knows what needs to be
done and has made sure they’ve got the right spare parts on hand – all so that
they can solve the customer’s problem the first time. That would solve one of
the biggest challenges, namely that customers are forced to return to the
workshop.”
“Connected cars will open up new opportunities for car dealerships to hold customer’s hands much more.”
– Nicholas Malcolm, Managing Director and Partner, ag analytics
Won’t
workshops consider video as an expression of lack of trust?
“Often, customers only get a brief review and a bill, but for the average car
owner it’s difficult to assess the quality of the work done. When are the
brakes worn down? When should the tires be changed? Video is a tool that helps
ensure effective communication and better decisions.”
How
do you improve collaboration between sales and service departments?
“The division of sales and service is an ingrown culture in the automotive
industry that needs to be changed. The remedy is for the car dealership to
start the same place as the customers do. They see just one car dealership, not
many different departments. Therefore, they need to structure themselves as one
department internally, so that everyone is sitting with the same information
and can help the customer.”
http://borsen.dk/nyheder/avisen/artikel/11/199827/artikel.html