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NEW STRATEGIES TO IMPROVE YOUR
DEALERSHIP’S ONLINE
CUSTOMER SERVICE EXPERIENCEDARRELL AMY
MARKETING STRATEGIST
214.224.0050 x.101
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CUSTOMER EXPERIENCE
“The sum-totality of how customers
engage with your company and
brand, not just in a snapshot in time,
but throughout the entire arc of
being a customer.”Harvard Business Review
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NEW CLIENTS, NEW EXPECTATIONS
Average age distribution of American workers
42Overall Workforce
https://bits.blogs.nytimes.com/2013/07/05/technology-workers-are-young-really-young/
36Network Administrators
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BIGGEST FRUSTRATIONS
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MOST IMPORTANT
CONSIDERATION
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SERVICE EXPECTATIONS
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When engaging with a brand or
organization for customer service, 65% of
18 – 34-year-olds’ interactions now begin
online compared to 55% across all age
groups and 46% of consumers ages 55+.
55%ONLINE SERVICE
28%When beginning an online customer service
interaction, 36% of consumers ages 18 – 34
start on a mobile device rather than a desktop
or laptop computer compared to 28% overall
who start on mobile and 21% of consumers
ages 55+.
MOBILE
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CATALOGS
HOW IS YOUR MOBILE
EXPERIENCE? Mobile-friendly
website and
forms
Service links at
the top right of
the page
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HOW IS YOUR MOBILE
EXPERIENCE?
Click-to-call
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CU
ST
OM
ER
SE
RV
ICE
HA
BIT
S
82% 72% 58% 56% 46% 43% 18% 14% 13% 6%
EMAIL PHONE LIVE
CHAT
SUPPORT
PORTAL/
FAQs
SEARCH
ENGINE
IN
PERSON
SOCIAL
MEDIA
ONLINECOMMUNITY
SUPPORTTICKETING
MOBILE
APP
60% of business buyers say it’s very important to
receive in-app mobile support (from their suppliers).
82% is still email. Look at what we will say about “to
ticket or not to ticket”
72% is still “phone”. Any idea how much time is wasted
on the customer AND Service Provider side with
telephone calls ?
6% is mobile App, BUT : Mobile-Apps have
experienced a 196% YoY growth (2015-2016)
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DETECT DEVICE | SELECT SUPPORT | SEND
Chat back or confirm action plan
CLOSE TICKET
Repair or supplies request
Site visit
Centralised asset &
supplier management
Communication
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HOW HELPFUL IS YOUR PORTAL?
• Create an path for visitors
without eInfo logins
• Don’t confuse visitors with
GoTo Assist links in the
header
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89% of 18 – 34-year-old consumers have used a search engine to try and find
the answer to their customer service question compared to 75% across all age
groups and 60% of consumers ages 55+.
SEARCH ENGINES
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DO YOU PROVIDE HELP ONLINE?
Support Videos
FAQ’s
Drivers
Manuals
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CATALOGS
DO YOU PROVIDE HELP ONLINE?
Online Chat
Mix of service and
sales inquiries
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52% of 18 – 34-year old consumers have used social media to ask a
customer service question compared to 31% of consumers overall and
13% of age 55+ consumers.
52%SOCIAL MEDIA
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DO YOU MONITOR SOCIAL MEDIA?
Assign Twitter and
Facebook Inboxes to
be watched by your
dispatcher
Use Twitter and
Facebook to send out
notifications to your
clients
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Almost half (47%) of consumers ages 18 – 34 have used social media to
complain about a brand’s customer service compared to just 29% overall and
12% of consumers ages 55+.
47%SOCIAL
COMPLAINERS
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CATALOGS
DO YOU MANAGE YOUR
REPUTATION?
Proactively get clients to
give you Google
references
Respond politely to the
negative ones
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CREATE A MEMORABLE
EXPERIENCE
How can you make this experience amazing?
SERVICE CALL
PLACED
TECHNICIAN
IN ROUTE
FIXING THE
ISSUE
AFTER
THE CALL
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CROSS SELL ADDITIONAL
SERVICES
• Service call
confirmations
• CEO Juice lists to
HubSpot
Dear Client,
Thanks for requesting support. Our professional team will
be responding quickly to get you back up and running.
You’ll also be happy to learn that we can provide on-site
support and remote monitoring for all of your printers. Ask
your service technician how we can help your office run
more efficiently and cost-effectively!
The ABC Dealer Team
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ACTION PLAN
OPTIMIZE YOUR
WEBSITE AND MOBILE
EXPERIENCE
IMPLEMENT
SOCIAL LISTENING
STRATEGY
CREATE A LIVECHAT
STRATEGY
1 2 3
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ONLINE SERVICE EXPERIENCE
REVIEW
Darrell Amy
214.224.0050 x.101
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