As the coronavirus pandemic continues to change the way business is done, automotive brands and retailers are working to overcome multiple new challenges, on multiple fronts, all at once. Many dealers are scrambling to implement robust digital retailing processes in real time, while simultaneously managing a transition to virtual work, staff shortages, changing state regulations, additions to their operational processes, and more.
On the surface, it may not seem like the right time to implement a Mystery Shop program. But with just a little bit of a shift in how we think about the goals and expectations, Mystery Shop can be a valuable support tool for your retail network. It’s a shift from “are we doing everything we’re supposed to be doing?” to “what can we do and what are we doing well?”. It’s changing the focus from incentives and accountability to opportunity and insights that will help both brands and dealers continue to meet customers’ needs, even in this new environment.
Mystery Shop programs are often relatively easy to implement and can help you quickly understand and elevate dealer response across all channels, for both sales and service, on- and off-line. You might use it to assess questions like:
- Are dealers able to respond to customer inquiries?
- How quickly are they able to respond?
- Are they able to provide customers with the desired info or answer common questions like:
Can I still purchase or lease a vehicle? How?
Will you honor previously promoted pricing?
Can I test drive a vehicle?
Will I be able to get financing?
Can I schedule service? - Are they able to engage the customer?
- Are they following up with the lead via standard best practices?
Understanding how well your dealers’ websites are supporting some of the most basic customer questions is also important. A more focused Mystery Shop or Website Audit program can help ensure that dealer personnel are able to spend their time on requests that require a higher level of interaction. These programs can be used to assess how effectively a dealer website answers questions such as:
- Is the dealership open?
- Have hours changed?
- How are you addressing COVID-19 safety concerns?
- How are you supporting the community?
- Who do I contact with questions?
With just a little adjustment to our approach and expectations, Shift Digital’s Mystery Shop and Website Audit programs are helping brands and dealers work together to provide safety, comfort, convenience, and confidence to your customers. Our digital consulting and field teams can help you identify areas of success as well as opportunity, and work with you to make the most of them. At the end of the day, identifying these opportunities in process will ultimately engage more customers beyond just the current times.
To find out more about how Mystery Shop services can support your brand’s COVID-19 response, contact your dedicated Shift Digital representative today.
