Your dealership call center strives to offer excellent customer service. In so many instances in the automotive industry, it’s easy to point to anecdotal evidence that you’re providing it. It makes sense, because at team meetings you’re taking time to celebrate employees that offer great solutions to customers. The risk is that you rely on anecdotal information and never dive into data to determine whether your customers are satisfied.
There are several current metrics that can help you determine whether your customer service truly ranks high in the automotive industry:
First call resolution: Your call center should be tracking how many customer issues are resolved in the first conversation with your dealership. This metric helps you prioritize having solutions immediately available and ensures that you’re empowering your call center representatives to make decisions that solve problems.
Customer satisfaction: The best way to assess your customer satisfaction level is through surveys, but paper and email surveys have given way to phone surveys or online versions. You generally get the best information immediately following an interaction with your dealership, so encourage your customers to engage in the survey right away with some kind of incentive, like a free oil change.
Service level/response time: This metric is designed to find out whether you have adequate support in your call center. You measure the percentage of contacts that were handled in a given time period. For instance, if you decide that you’d like all calls answered within 20 seconds, you would determine what percentage of calls were handled in that parameter. You could also apply this formula to social media and email interactions.
Adherence to schedule: Finding the right number of representatives for each time slot is challenging, but even more so if they aren’t adhering to that schedule. Use this metric to measure just how much of their time slot your reps are logged into their computer and entering information.
Self-service accessibility: This is an area where artificial intelligence is making great strides. Even if you have the newest technology, it’s important to know what percentage of your customers is able to complete a self-help inquiry without assistance from a live representative.
Your call center plays a critical role in developing loyalty and trust and fostering an ongoing relationship with customers. Find out how your call center compares to others in the automotive industry so that you can offer customer service that brings buyers back again and again.