CUSTOMERS AREN’T ANY MORE DEMANDING, THEY ARE JUST LIKE YOU.
During a break in the action at the Nova Scotia Automobile Dealers Association event in April, I checked my email and found a helpful, and instructive message sent from my auto dealer.
It was a polite, helpful and friendly reminder that went something like this: “Our service records indicate that your 2011 XXX is now due for its “Semi-Annual Maintenance Package.”
The email went on to list what I would get for my $49.95, including a lubrication service, tire rotation, comprehensive 30 point health check, brake inspection, complimentary fluid top-up and a hand wash and vacuum.
That all sounded pretty good. But the most important part of the email was what followed.
“To ensure proper time availability, an appointment has been scheduled for you on April 17, 2013. Please give us a call at XXX-XXX-XXXX or email clientservices@XXXauto.com to confirm this appointment at your earliest convenience.”
Suddenly, I went from having to make a decision on whether or not to go ahead with the service to one where I just had to figure out whether the time they had automatically set aside for me would work for my schedule. As it turns out it did, and I booked it.
I got an immediate email back asking me about whether I wanted to get my winter tires removed and some other details about my vehicle’s service. It reminded me I wanted some other stuff looked after too.
It was ironic that the email exchange took place moments after a presentation by digital marketing expert Paul Potratz telling dealers that we are now in an “on demand economy” and that dealers need to create on demand dealerships.
Of course he’s right, but it’s not because customers are suddenly more demanding. It’s because they are like me — and many of you — and just want to deal with things quickly and get issues resolved immediately so we can get back to the other dozen or so things on our to-do list that day.
In the on-demand economy, where services are provided 24 hours a day 7 days a week, consumers have become accustomed to getting what they want—quickly and efficiently.
“Guess what? Consumers are selfish. Your clients are selfish. You are selfish. We are all selfish!” said Potratz during his energetic presentation. “We want it right now, we don’t want to wait.”
So work with your customers, and adapt your business to the on-demand economy. I can’t predict the future any better than you can, but I can assure you the consumer appetite for instant gratification is only going to grow. Don’t fight it. Use it to your advantage and always be more on demand than the competition — especially the aftermarket.
