Customer service in the automobile industry
Customers expect communication that is personal, direct and authentic. They want to be taken seriously and they want communication via their preferred messaging apps, such as WhatsApp. With messengers, customer service for car repair can be done easily. The smartphone has become the center of many people’s everyday communication. People are holding their smartphones in their hands on various occasions: they chat, they look up things online, they play games, or they simply surf the web. So why not use modern and innovative channels, such as the messenger WhatsApp, in car retail and servicing to meet customers where they spend most of their digital time?
Among other things, digitalization changes customers’ expectations towards a car dealer. Customers now want to communicate via their preferred channels and they expect prompt replies. In addition, they expect that the service staff is already informed about what has been discussed so far – so the customer service solution should not only cover all relevant communicational channels, including social media and messengers, but also ideally combine all channels in one platform.
How? T-Systems is already operating at the technological frontier: Since this year, the messenger WhatsApp is part of T-Systems’ automotive cloud solution called „Customer Experience Management Automotive“ – short CEM. The new digital communication services via WhatsApp are integrated directly into the interface of the CEM solution and allow customer communication that is both direct and authentic. This way, customer experience can be significantly improved with the help of digital media. The solution’s different modules even cover the entire customer journey, from the first visit at the car dealer to regular service visits and foresighted analysis.
A nice example of how this kind of direct communication between the car dealer’s service consultant and the owner of the vehicle may look like: Ms Jäger has brought her car in for service via direct reception. During the inspection, the workshop supervisor notices that the brake discs are worn and should be replaced. But how will he get the customer’s consent to additional work as soon as possible to avoid delay and to finish work on the car within schedule? The supervisor uses the WhatsApp communication channel to send Ms Jäger a picture and a note that reads “Ms Jaeger, your vehicle requires new brake discs. Is it okay if we change them?” via the messaging app to her smartphone. It is not long before Ms Jäger responds to his question. She has had a look at the picture and read the text before sending her reply to the service consultant: “Thank you. Yes, please.”. All of this takes place within only a few minutes.
Our product introduction video takes you on a quick tour of the tool, ending with a sample conversation of how it can work in real life:
We are also offering a Webinar about the new software on December 14th, 11 am (Central European Time):
Unfortunately, however, many car dealers still hesitate when it comes to using market-leading messengers in customer service for car repair services even though they could have a lasting positive effect on customer interaction and lift customer satisfaction to a new level. It will probably take a bit more time for the added value of this kind of personal communication to become common knowledge.
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