I don’t know about you, but I really don’t want to have an “experience” with my automobile dealer. I don’t want my dealer to send me birthday cards, acknowledge my anniversary, or give me special gifts that reflect my personal preferences. I’m not even sure I’m open to periodic emails from the dealer or manufacturer because somehow “periodic” becomes every other day. I don’t want that kind of relationship with the company(ies) I purchased my cars from.
Yet automobile manufacturers seem intent on differentiating themselves based on “experience:”
“The need to deliver exceptional, truly differentiating customer experience has never been greater,” Steve Cannon, CEO, Mercedes-Benz NA, Automotive News 1/21/13
“Lincoln wants customers to receive the kind of pampering, both at dealerships and online, that they would get at luxury hotels.” Automotive News 8/20/12
This is not new, the industry, particularly the luxury marques have been working on improving customer experience for years. These efforts were precipitated by the introduction of Lexus. When Lexus was introduced in 1989, the DNA of the luxury segment and the whole industry was re-arranged.
Customer service was re-defined. (more…)
