Video Killed The Radio Star?

Recently I introduced some of my delegates to some of the elements contained in ‘The Power of Now’ by Eckhardt Tolle, and about focusing on what we can do now in the present rather than things that have already happened in the past. It appears I don’t apply this principle to my music collection as there is very little contained within it that is contemporary or ‘now’!

In light of this, whilst on shuffle in the training room, The Buggles started playing and in particular their 1979 hit ‘Video Killed the Radio Star’. The lyrical gist is about technology taking over from people and the fear that children of the current generation would not appreciate the past.

This got me thinking about the current state of the retail motor industry; more and more technology is not only being introduced into the cars themselves but into the retail experience itself. Augmented reality and online configurators etc. are now ‘old hat’ and the march towards an even more advanced purchasing experience continues at a breath-taking pace.

For some, this technology is not accessible, viable or cost effective so does this mean that they are disadvantaged in any way? Perhaps, but reading a post on LinkedIn recently brought into sharp focus the thing that still hasn’t changed in my 32 years of industry experience – and that is the huge inconsistencies still apparent in the customer buying experience. 

My connection was looking to buy a new vehicle and experienced the same old problems of complacency, poor process and a lack of management control and involvement in the guest’s experience. Which leads me back to the technology issue – it’s irrelevant if the customer isn’t at the centre of it and the dealership isn’t providing a world-class guest experience.

I love technology when its easy to use, practical and relevant but it strikes me that the primary aim of any profitable and volume-driven sales department should be a maniacal focus on the customer experience and treating every single one as a valued prospect and not an inconvenient suspect – and technology won’t help with attitude, enthusiasm and mind-set.

 As a post script, its interesting that 40 years on from The Buggles hit, more and more people are returning to listening to vinyl. It may be old technology, but the listener is rewarded with an experience that is real and authentic. The world of automotive could learn a thing or two from this.

Lacking Focus

My last blog concerned the retail shopping experience and how, if done well, it can turn a shopper into a buyer. I’m going to share with you another experience I had recently, this one being a distressed purchase. In the automotive world we have customers who are potentially ‘distressed’ – no one really looks forward to having their car serviced and having to pay for it which is why the customer’s experience is everything.

My distressed purchase was optical – I needed an eye test. I’ll start by saying that the company involved (a well-known High Street brand) have a great CRM process. I was e-mailed and informed that it had been two years since my last eye test and to book an appointment -all of which could be done online by clicking a link in the e-mail. So far, so good.

And then it all started to unravel. Why? Because of the staff. I went into the shop at the agreed time (my partner had arranged her eye test at the same time too). We were told to sit and wait in an area that looked like a doctor’s waiting room; after an extraordinary wait (25 minutes later than the allocated time) I was put through the process – and it was utterly devoid of any ‘human’ moments. Interestingly (and without explanation) despite my appointment being before my partner’s she was seen first. During the wait we weren’t offered any refreshments or explanation of why it was taking so long. Despite being well-staffed nobody appeared to possess the ability to build rapport or create a guest experience.

At the conclusion of the tests I was informed that my prescription had changed, and I would need new lenses. I was then sat at a desk and subjected to one of the most amateur upsell attempts I’ve ever come across – apparently, I needed to buy glasses with a blue hint to them but wasn’t offered any comprehensible benefits to paying the (quite significant) extra money. I declined and £260 and an hour and a half later (that was just the lenses, I wasn’t entertaining the idea of buying frames) we left.

It got me thinking about our world in automotive. If we provide customers with a personalised service, explain to them clearly how our process works and how long things are going to take (but also gain a thorough understanding of what the customer wants, needs, expects and how our process will help them achieve these things) we should be able to deliver a first-class experience – this in turn drives loyalty and promotes referrals as well.

Based on my less than ‘express’ experience I’ll be taking my business elsewhere in 2 years’ time – I know where I should’ve gone…