7 Ways to Find Out What Customers are Saying About Your Dealership

Marketing your dealership is fast-paced. You don’t have time, money, or effort to continually learn the latest marketing trends and put them into action.

Often times it’s because we’re too strapped for time that we forget to stop and listen to what our customers are truly saying.

Here are some tools that other car dealerships are using to track their customers wants and needs. We know that what works for the dealership down the street won’t always work for you, so here are 7 ways to listen to your customers. You decide which might be right for your dealership.

1. Set Google Alerts for trending topics and industry stats

Knowing what your shoppers think is huge, of course, but ideally you’ll know what they want BEFORE they have to tell you.

That means taking the proactive approach. Watch out for upcoming industry trends and keep up-to-date on the latest technology.

One HUGE trend you don’t want to miss: Buying parts online.

If you’re listening to customers at the service and parts counters, you’ll see that they want to buy OEM parts and accessories online.

  • eCommerce for parts & accessories is already about $10 BILLION. (Source: Hedges & Company)
  • By 2020, it’s expected to to be just under $14 billion. (Source: Hedges & Company)
  • 85% of consumers use the internet to research auto replacement parts (Auto Care Association)

These stats prove people are searching for AND buying parts online. More and more, your dealership customers want to buy parts OEM online without going to aftermarket.

The problem is that most dealership websites don’t have the option to buy the part online, or it’s a poor experience to find the right part you need.

That’s where RevolutionParts comes in!

We deliver great shopping experiences for your customers. We also make selling online easy and profitable for the parts department. Just fulfill orders and collect payment from searching and ready-to-buy shoppers!

Attending Digital Dealer for the latest industry trends in automotive marketing? Stop by and meet us at booth 314! You can drop by the booth any time, or click here to schedule a meeting.

2. Install behavior-tracking software on your website

This might sound intimidating but it’s actually easy, and a fun way to visually see what your customers care about on your website. Software like HotJar and other heatmap-tracking options are a fantastic way to see what your customers care about.

These tools can see where customers are clicking, where they’re getting stuck, and which parts of the page interest them the most. Even without written feedback, this can provide valuable feedback for how to move things around and help direct shoppers toward making a purchase.

We won’t spend a lot of time comparing the options, but here are a few you can try:

Typically, you’ll just have to paste a snippet of code into your site.

RevolutionParts let you add code to the site header/footers, so it’s an easy add for your auto parts web store!

3. Allow website testimonials and product reviews

Why not provide a place for shoppers to leave their feedback?

If you can allow customer feedback on your very own website, do it! Customers will feel like their feedback is valued, you get to hear their thoughts, and other shoppers will see you as more reputable.

This is where RevolutionParts clients really have it easy!

Web Stores with RevolutionParts have a testimonial feature that’s as easy as clicking “on.” Then voila – shoppers can share their experience!

We also have a partnership with Yotpo, the #1 review software on the market. With the integration, shoppers can leave product reviews. It’s GREAT for accessories, especially since these reviews can convince other shoppers to buy.

4. Send out a customer satisfaction survey

Sometimes, you just have to ask.

Send out a feedback survey! To encourage shoppers to participate, you can offer an incentive.

The incentive doesn’t have to cost you much, either. Participants can be entered into a monthly drawing, or receive a discount off their next order.

When you write the feedback survey, keep the questions simple. It’s always better to offer multiple choice or drop-down menu options. Open-ended text boxes are more work, so shoppers are less likely to answer.

Again, you have a lot of choices. Here’s somewhere to start:

5. Check dealership review sites

You probably already know this one like the back of your hand. We’re going to include it anyway just for completionists’ sake.

It’s worth it to keep an eye on as many review sites as possible. Shoppers aren’t going to take the time to leave their review everywhere — they’ll probably take the “one and done” approach.

Some of your options:

6. Check your social media page

This is just one place online where customers come right to you! Are you checking for new comments and direct messages on a regular basis?

You’re thinking, how can I manage another channel when I’m already pressed for time? We get it, you have a LOT on your plate. So it makes sense if you can’t check facebook, twitter, and others as often as you’d like to.

But it’s such an important feedback tool! Many shoppers use social media to get in touch with the businesses they interact with, since it’s more of a public, casual forum compared to a direct email.

With a tool like Hootsuite, you can connect all your accounts to one place so it’s easier to stay on track of everything.

7. Check social media tags or mentions

Instead of commenting on your page, some people will complain on their own page. Sometimes they’ll tag your dealership, but other times they won’t.

It can take a little more digging to find comments like these, but since they’re left on the customer’s personal page, you may find that they’re more honest about the experience.

Most social media platforms will have a search option. Simply search the name of your dealership and see what comes up.

You can also try searching abbreviations or shorted versions of your name, since not all customers will want to type out the full dealership title.

Going to Digital Dealer 24?

You don’t have time, money or effort to continually learn the newest marketing trends and put them into action. This is why many automotive marketing professional head to the Digital Dealer Conference each year.

It’s up to date with the automotive marketing industry and moving as fast as the market. If you were attending, what is one thing you’d like to learn? We’ll keep an eye on the most important industry trends and share those with you!

If you’re attending Digital Dealer 24,  stop by and meet us! We’ll be there at booth 314!

You can drop by the booth any time, or click here to schedule a meeting.

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