Note: In response to the COVID-19 crisis, all standard MRAA educational courses found at MRAATraining.com will be available free of charge to any dealer who wants to use the content from now through May 31st. Between now and then, we will be posting regularly to highlight courses that may be useful during this time.

 

Have you ever looked at your online reviews or your CSI results and noticed they’re sometimes lopsided? Maybe some customers had a great experience, especially as they interacted with a specific employee. But maybe another customer had a horrible experience because they worked with someone who was not focused on the customer experience.

 

It’s mind-boggling and frustrating.

 

What if you could work toward a more seamless customer experience at your dealership? What if your porters knew how to greet customers when they walked in? What if that customer gets the same treatment from the receptionist, their salesperson, their service advisor, the tech that walks by and management?

 

Now that would be great! But building such a culture takes a little work and a lot of practice. In this unique workshop, originally created as an e-learning course for Continuous Certification, and then presented live at the 2019 Dealer Week, hospitality expert Theresa Syer gives you a plan for creating that consistent customer experience throughout your dealership.

 

Two key points Theresa focuses on are Emotional Motivators and Key Emotional Drivers (KEDs). The Emotional Motivators are what drive customers to take action, such as making a purchase, and the KEDs are how you can influence those Emotional Motivators to get customers to close on the sale. Theresa will show you how to create your own KEDs, and she’ll give you a set of KEDs that she’s developed, if you’d rather implement those instead.

 

She also offers a plan for rolling out the KEDs in your dealership, with constant reminders and practice, so you can get your whole team rowing in the same direction and remembering to stay the course. 

 

I had the opportunity to attend this workshop in person at Dealer Week, and I can tell you people were excited and energized to make changes to the customer experience at their dealership as they walked out. And, this workshop was one of the most highly-rated courses at the 2019 conference.

 

Now — pre-season for much of North America — is the time to start thinking about how you can amplify your customer experience and create an environment where people will want to buy.