New research from Podium suggests the best way to provide the level of service that meets and exceeds customer demand is through text messaging.

Just as text messaging has revolutionised the way individuals interact with friends and family; it’s set to have the same impact on business-to-consumer relationships.

According to the study, text messages have a 209 per cent higher response rate than emails, phone, and Facebook, and four in 10 Australian consumers would switch to another business if it offered text communications.

Automotive businesses can use text messaging for a range of services. For example, to confirm a service or repair, send quotes and invoices, as well as incentive customers to leave a review when everything is settled.

Not only will it help with customer satisfaction but may also result in increased customers.

Customers can be encouraged to leave a review through a one-touch link via text rather than relying on them to proactively search your business and do so at a later date. It is quick, easy, and effective.

“It’s no exaggeration to say that dealerships and other automotive businesses who rely on traditional marketing channels or physical location are in danger of being left behind. You could have the best products or services on the market, but if you don’t find a way to communicate that to your audience, it counts for little,” said Dave Scheine, Podium Australia National Manager.

“A key aspect of consumers’ preference for text communication is its capacity for a real, conversational feel.”

Podium takes a look at JAX Tyres & Auto, a business that provides premium tyre services and general vehicle maintenance to over 60,000 customers monthly.

When the pandemic intensified, lockdowns and subsequent social distancing restrictions meant JAX workshops were only open for critical repairs.

To maximise communications channels and ensure every interaction was streamlined, positive and convenient, the company deployed a range of digital solutions, including SMS messaging. Text messaging quickly became a preferred method to communicate, and it is now one of the main channels for bookings and updates.

“The results have been tangible. Since implementing SMS communications, JAX has seen additional leads and improved conversion, while doubling its volume of reviews. Its rating has increased from 4.5 stars to 4.73.

“For JAX, though the real result is not a statistic, it’s what the number represents: happy customers receiving exceptional service. Through text messaging and a willingness to evolve and provide more convenient customer service, JAX can enhance its reputation and stand out.”

Through text messaging, there is a huge opportunity for automotive businesses to boost engagement and improve the customer experience.

Source: Auto Talk | The Next Innovation in Customer Service

18 October 2021