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Shep Hyken, a customer experience expert writing for Forbes magazine, cut straight to the heart of customer retention: “You can’t have customer loyalty without an emotional connection.” You may wonder what a data technology solution has to do with creating emotional responses to your dealership’s products and services.
The answer: Everything.
“Customers, overall, want to be understood,” says Jason Hoult, Anvil App Works Founder and President. “They want to be recognized and they want to have it easy. So, knowing who they are and why they do business with you is important. A good CRM solution is the tool that empowers your staff to do that.”
The goal of Anvil’s CRM solutions is to reduce not only the friction a customer feels, but the dealership staff, as well. We’re passionate about providing the best user experience for the staff and making it simple for them to give their customers stellar service.
If a customer can walk up to the parts counter looking for an accessory, give his name and the model number, then get a text when he can pick it up, that is a friction-free experience, according to Hoult. No hassling with collecting serial numbers or long-winded data collection because it’s all in the system already.
"66% of people will spend up to 13.5% more with companies that offer a better customer experience."
The right CRM empowers your staff to provide exceptional customer experiences.
“When conversing with a salesman, a CRM makes it easy to tell a customer whether their tractor is out of the shop or if it has been scheduled for delivery,” Hoult explains. “It also lets a technician know that you just traded your combine. Instead of discussing a suggested rebuild on the old unit, he can seamlessly switch to scheduling an inspection or customizing the new unit.
“In a nutshell: Your goal is to make customers feel understood and valued. Like they have a relationship with the dealership that extends past just the sales rep,” he says. “And a CRM drives that ability.”
Furthermore, a good CRM solution uses notifications, automation, and analytics to keep your dealership out in front of the customer’s needs.
Make sure that every customer inquiry gets a timely response. “Anvil’s notifications alert you to a new customer inquiry that needs to be acknowledged,” says Hoult. “If the inquiry isn’t handled by the sales rep within the time limit — for whatever reason — it escalates the alert to other team members or a manager.”
CRM automations in Anvil collect all the required information during the initial transaction and then reduce friction by pushing that data forward to complete forms as the deal progresses. “Repetitive fields automatically populate, minimizing the need to enter the same information over and over,” he continues.
“Lastly, Anvil’s analytics can help identify customers with specific needs. This drives the ability to personalize messaging and present targeted offers that make your customers feel understood and valued.”
"Existing customers are 50% more likely to try new products and services and spend 31% more, when compared to new customers."
Customers notice when you put their needs first and reduce transactional friction, according to Hoult. Doing this builds a competitive advantage.
“The goal is to become the dealer they want to do business with,” he says. “Earn that first-contact position when they have a need and you will see profit per customer go up as they become more loyal, more engaged. Why? Because all those add-on services and purchases can be more profitable to supply.”
In the long run, customer loyalty you build through exceptional customer experiences pays off through higher margin, repeat business, and engagement in more services. Power your customer experience through a turn-key CRM solution created specifically for equipment dealers. Harness that power through Anvil.
A customer relationship management (CRM) platform with integrated business systems empowers your equipment dealership by accomplishing three goals: Know your customers, inventory, and team.
Explore how Anvil’s CRM solutions empower your team to strengthen customer relationships. See the direct impact of customer loyalty on revenue growth and long-term success.
The ROI of customer retention starts from the moment the initial sale is complete. “It is always easier and less expensive to maintain a customer than it is to gain a new one,” says Jason Hoult.
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