May
23
By Mike Gorun  //  Be the First to Comment

Is 2 Percent Good Enough for You?

Every dealer wants a nice healthy portion of their market share. But what if it was only 2 percent? Would that be good enough? Probably not. Well, according to a recent interview in Automotive News, North American chief for Mazda, Masahiro Moro, thinks it is… However, in the article he states that there’s a difference between 2 percent and a “good” 2 percent, which mainly ties back into higher transaction prices and lower incentives. With a better customer experience, Moro feels Mazda can lower vehicle […]

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May
16
By Mike Gorun  //  Be the First to Comment

5 Things That Make a Great Customer Experience

Rubber stamp over paper background with five stars printed on it. concept image for illustration of high customer experience and quality level

Customer experience is increasingly important in business. Retail shops now compete for customer wallets with behemoths such as Amazon. As a result, stores now have to prove to customers will receive a superior experience more valuable than the convenience of clicking a button to have their product show up at their door in 2 days. In addition, customer experience can be a fuzzy concept, with many definitions floating around. While most know what a great customer experience FEELS like, it’s very hard to define. And, […]

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May
2
By Mike Gorun  //  Be the First to Comment

Clever Interactions with Customers Create Customer Loyalty

Service Satisfaction Indicator

As consumers increasingly shift their shopping online, choosing to skip visits to traditional retailers, it’s become difficult for businesses to get that all important relationship-building face-to-face time. In the automotive industry, a similar shift is happening. Industry disrupters are taking the whole purchasing process online, forcing major automotive companies to develop technology that allows consumers to do the same thing, but directly through the dealership. However, the one thing that many fail to realize is that – without physical interaction – it’s hard to establish […]

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Apr
25
By Mike Gorun  //  Be the First to Comment

Why the Least Interesting Thing for Consumers Will Be to Drive a Car

Driving the car around town by night

At the recent Adobe Summit, executive vice president and general manager, Brad Rencher, advised businesses that if they wish to survive in the future, they have to become “experience businesses.” He feels this is what will separate market leaders from the rest of the pack. In fact, he stated, “Automotive companies are transforming into experience businesses. In the past, they sold cars. But cars are evolving into ‘experience pods,’ where technology personalizes your experience with music, playlists, temperature controls, speed settings and more. Pretty soon, the […]

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Apr
18
By Mike Gorun  //  Be the First to Comment

Customer Satisfaction Failures Can impact your Wallets

Unhappy and Happy Smileys on Visual Screen

  In the wake of the backlash from the recent United Airlines incident, it has been widely reported that many airline CEO’s salaries are, at least in part, connected to customer satisfaction scores. In the case of United’s CEO Oscar Munoz, poor customer satisfaction ratings can cost him about $500,000 in bonuses. The CEOs of Southwest Airlines and Delta have similar contractual clauses. On top of that, one poor experience – especially if it’s perceived by many as being egregious – can, by itself, ruin […]

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