Automotive News - September 19, 2016 - Supplement - S9
SPECIAL ADVERTISING SUPPLEMENT
DEALER FOCUS
CUSTOMERCENTRICITY
SUPPORTSS UCCESS
adobe stock/goodluz
Everyone in the auto business agrees: The customer, armed with a massive
amount of information, is in the driver's seat when it comes to purchasing a
vehicle today.
Shoppers arrive at dealerships savvier and more educated than
ever after researching vehicle, option and pricing information online, as well as reviews from social media networks. They also know
they have choices about where to shop.
For dealers, that makes customer-centricity of the utmost importance-to get shoppers in the door, and to get them to return for
service and for future purchases. "Staying focused on your customers drives longevity in this business," says Mark Manzo, Ally's senior
vice president, strategic alliances and central region.
Manzo says customer focus might have appeared less important
to some during the industry's past few booming sales years. "When
the market is rising, it's easier to sell everything you have. And people
tend to not be as focused on the customer," he says. "The focus on the
customer is tighter today because, as the market has flattened, supply
is still up but consumer demand is not increasing as quickly. It's the
people who have always been customer-focused who will do well.
Others will be playing catch-up."
Manzo says Ally itself works hard to be customer-centric in its relationships with auto dealers. "In working with a dealership, we want
to make sure we understand the dealer's needs. Are they growing, expanding, working on estate planning? What is the dealer's long-term
goal? It's like negotiating a contract; you don't want to design it just
for today, but for where they are going to take their business," he says.
In his travels he sees more dealers putting customer needs and
preferences at the center of their business, strategy and operations.
In the F&I process, for instance, "Recently I have started to see dealers present more of the customer's financing options up front, like
prequalification for loans, instead of addressing financing at the end
of the sale," he says. "I also see salespeople sticking with that customer throughout the sales process-the customer doesn't face as
many handoffs."
Ally's research as well as anecdotal evidence from dealers detail
shoppers' demand for a faster, more transparent process when financing a vehicle purchase. "Speed and ease-that is what customers want
from the F&I process," he says. "We need to handle this on the customers' terms, not make them fit into our system."
The successful dealers highlighted on the next pages keep that
customer-centric focus front and center.
SEPTEMBER 2016
/ ally / 9
Table of Contents for the Digital Edition of Automotive News - September 19, 2016 - Supplement
Automotive News - September 19, 2016 - Supplement - Intro
Automotive News - September 19, 2016 - Supplement - S1
Automotive News - September 19, 2016 - Supplement - S2
Automotive News - September 19, 2016 - Supplement - S3
Automotive News - September 19, 2016 - Supplement - S4
Automotive News - September 19, 2016 - Supplement - S5
Automotive News - September 19, 2016 - Supplement - S6
Automotive News - September 19, 2016 - Supplement - S7
Automotive News - September 19, 2016 - Supplement - S8
Automotive News - September 19, 2016 - Supplement - S9
Automotive News - September 19, 2016 - Supplement - S10
Automotive News - September 19, 2016 - Supplement - S11
Automotive News - September 19, 2016 - Supplement - S12
Automotive News - September 19, 2016 - Supplement - S13
Automotive News - September 19, 2016 - Supplement - S14
Automotive News - September 19, 2016 - Supplement - S15
Automotive News - September 19, 2016 - Supplement - S16
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