Consumers in the automotive industry have been asking for changes. Changes that can improve how they will shop, how they buy, and most importantly their overall experience and satisfaction. Car dealers understand the changes their customers want and truly recognize the opportunities being created. Showroom shopping, online browsing and customer relationship management abilities are becoming more congruent. The six pieces of technology are positioned to speed up the historic change currently happening within the automotive retail industry. Car buyers are a powerful segment, with a strong voice. Dealers are wise to consider adoption these ideas sooner, rather than later.
Let’s list the six pieces of technologies here. First is Real-Time Search, for example, Google, Bing, Twitter, Facebook. Customers benefit is having access to real-time content which will help shoppers confirm a smart decision much faster. Second, Geolocation Service which is GPS- style functions within mobile phones, social channels, and smart phone apps. Customers will benefit because they will have an opportunity to create better relationships with dealerships while having fun. Third, Mobile Video, customers will benefit because it is very convenient. Shopping is what they want and where they want it. Forth, HTML5. Gives opportunity to improve online experiences, adding rich applications, video, animation, Flash, and Silverlight. Customers will experience shopping online more robust as new content delivery methods emerge. Fifth, Social centralization, direction of car dealer social networks and the value-added services they will provide automotive professionals. Customers will benefit from the rapid increase in the sharing of best practices which is about to overcome the retail industry. Competition will increase as the bar is raised to prove a better, more impressive shopping experience. Last, Number six, is Social CRM.
The entire CRM segment will be shaken up in 2010. Customer benefit will be greater communication and information flow with regards to items such as vehicle service and care care will become more important as ownership continues to increase.