Dave Baiocchi Customer Portals
Welcome to the new normal. COVID-19 has left a legacy of communication obstacles that we never thought possible prior to 2020. From social distancing at parts counters to virtual sales calls, the way we interface with our customers now has to include “touchless” efficiencies, and new ways of establishing and maintaining customer dialogue without the benefit of being physically onsite.
In this column, I want to ask you to contemplate the tools you now have in place to meet these new world challenges. Consider both your current digital platform and the ways in which you utilize web-based tools to enhance customer service.
Let’s talk about Dealer Websites
As I review dealer websites, I customarily see a common theme.
- New Equipment link
- Brochures and specification sheets
- Application and marketing data
- Links to manufacturer sites
- Used Equipment link – pictures and prices
- Allied equipment sales – Featured items and prices, and PERHAPS some catalog ordering functionality.
- Rental Link – We have rentals!
- Parts Link – We have parts!
- Service Link – Photos of our service trucks and phone numbers for callout repairs.
- Contact Link – Photos and addresses of branches
Some dealers have improved their web image with a drop down “can I help you” chat-box feature, that offers “real-time” assistance with questions and requests. Many times, however, this feature is simply a “bot” designed to collect enough customer information for the dealer to make a return phone call. Rarely are they “live-ready” interactions, (especially after hours), and in many ways this is seen by the customer as disingenuous. On the plus side, however, it is an “attempt” to establish dialogue and is better by far than simply “hoping” the customer reaches out on his own.
With this in mind, let me ask a few questions:
- Does your website offer your customer a personal connection with your employees?
- Does your website allow your customer to place a real-time order for anything?
- Does your website collect, store, and leverage customer data?
- Is your website simply “Image Control”, or is it a real-time “Customer Portal”?
With COVID-19 changing the rules of engagement, our websites need to be robust and effective communication and customer service tools, instead of advertising vehicles. Below are four “must-have” improvements to consider if you want to use your web presence as a conduit for meaningful customer interactions.
1.) Customer Portal
Every customer you currently have, and every new customer you do business with should have an interactive portal they can interface with via your website. Inside this portal, the customer should be able to do at least SOME if not all of the following things:
- View his equipment fleet makes, models and serial numbers
- The ability to add, change and delete fleet data as the fleet changes
- View a summary of the service history on the fleet
- Access a parts manual for his equipment
- See real-time dealer parts inventory for any requested parts
- Place a real-time, order for parts (with a confirming email receipt).
- Place a real-time rental reservation (with a confirming email receipt).
- See featured parts items for purchase (with special prices for commodity items)
- See contact data for the equipment salesman, CSR, parts counterperson, rental coordinator, and dispatcher.
- Have a person to person web-text capability to any employee listed above.
Much of this base data should be keyed into your existing CRM system. The web portal should serve as a window into your CRM so that the customer can see SELECTED data that applies only to him. If you have been considering new or updated CRM for your dealership NOW IS THE TIME. Make sure it can interface with your website!
2.) Mobile web format
The vast majority of your web interactions with customers will happen on a mobile device. If you don’t believe me, just consider how YOU do it. Our desktops (or even laptops) stay at our workstation most of the time. Our need for data however is constant, and we use the tablet and the smartphone for almost everything.
The plant manager that just lost an upper radiator hose, wants to be able to access his resources from the seat of his golf cart in the plant. If he has to return to his office to access it…we are NOT being easy to do business with! Mobile, on the spot data, is what customers crave, and we need to have the tools in place to offer exactly that.
It still surprises me how many dealerships don’t even know that their website has to be formatted differently for mobile viewing. Yes, your customer can view your “desktop” designed website on their iPhone, but it’s cumbersome and awkward. Once again….it is our mandate to make customer access to their portal seamless and intuitive.
3.) Security certificates
If you are going to offer online ordering and data retrieval, and expand your website with a wider and more robust customer data portal, then you will need to ensure data security for your customers as well. If your website address does not start with https:// , then it is not security compliant, and customers will be reticent to conduct business with you using a customer portal. Contact your web hosting company and add this security certificate if you don’t already have it in place
4.) Virtual conference rooms
Treat your website, as if it were your dealership facility. It’s OK to use Zoom, WebEx, or GoToMeeting as your virtual communication platform, but hosting remote meeting capabilities through your website constrains your customer to go to YOUR site, and be exposed to YOUR offerings. Sending the customer, a link to Zoom.com sends him to Zoom.com. This web location is “outside” of your messaging bubble. Everything you want to do remotely should be accommodated on or through the website, with YOUR branding and YOUR logos. The interaction is controlled by YOU. This sends a message of consistency and competence.
These communication practices are not going away. Remote visual tools will be our PRIMARY means of communications for a long time to come. Truth be told, it’s actually more efficient, economical, and customer-centric to do things remotely, but only IF we have the tools in place to make our remote engagements exceptional customer experiences.
About the Author:
Dave Baiocchi is the president of Resonant Dealer Services LLC. He has spent 37 years in the equipment business as a sales manager, aftermarket director, and dealer principal. Dave now consults with dealerships nationwide to establish and enhance best practices, especially in the area of aftermarket development and performance. E-mail [email protected] to contact Dave.
