How SMS Can Improve Customer Satisfaction at Your Dealership

What if you could read your customers' minds? While we can’t offer you psychic powers, we've got the next best thing: SMS.

Let me explain. 

Emails and phone calls are no longer effective for gathering customer feedback. Many car dealership owners and managers struggle to capture valuable insights without the right tools, leaving them disconnected from their customers and unsure of how to improve services.

The solution? SMS outreach. By sending texts at key moments during the buyer’s journey, you can engage customers when they’re most likely to respond and gather the feedback needed to enhance their experience.

Why SMS is the Solution Your Dealership Needs

With open rates as high as 98%, texting your customers provides an unparalleled opportunity to engage with them. An effective SMS strategy will let your dealership capture feedback, provide updates, and offer personalized service that will keep your customers coming back. 

1. Real-Time Customer Feedback

One of the significant advances of SMS is the ability to gather customer feedback almost instantly. By sending a text message immediately after a vehicle sale or service, you can capture your customers' thoughts and feelings while their experience is still top of mind. This real-time insight allows dealers to promptly address issues and capitalize on positive experiences.

2. Enhanced Engagement and Satisfaction

SMS offers a more direct and personal touch than traditional communication methods like emails or phone calls. Dealerships can capitalize on this by sending timely service reminders, exclusive offers, and important updates straight to customers' phones—where they’re far more likely to be seen and acted upon. This approach not only boosts customer satisfaction but strengthens long-term loyalty by making communication convenient and relevant.

3. Streamlined Operations

SMS can significantly improve dealership operations by automating stages of the customer's journey like appointment confirmations, service updates, and our favorite, review requests. This reduces no-shows and allows staff to focus on delivering exceptional in-person experiences rather than chasing down customers for information. It also makes it easy to collect feedback, streamlining the process of customer outreach. 

Timing is Everything: Key Customer Touchpoints

To maximize the impact of SMS, dealerships should focus on key touchpoints throughout the customer journey. By targeting these crucial moments, dealerships can enhance the customer experience and drive satisfaction at every stage.

Sales: Nurturing Leads and Closing Deals

The automotive sales process is flush with opportunities for SMS engagement:

1. Schedule test drives: A quick text can be the difference between a missed opportunity and a sale. Confirm appointment times, provide directions to the dealership, and share what customers can expect during their visit. This reduces no-shows and keeps communication simple and clear.
   
   
2. Follow-up after showroom visits: A simple post-sale follow-up can go a long way in building rapport with your customers. It shows you care about their experience beyond the purchase and opens the door to ask for valuable feedback. This is also the perfect opportunity to request a review.
   
   For example, you might send a message like:
   
   “Hi [Customer Name], thank you for choosing [Dealership Name] for your recent purchase! We hope you're enjoying your new vehicle. We'd love to hear about your experience. Could you take a moment to leave us a quick review?”
   
   Need inspiration on how to structure your SMS request? Check out some of our templates.
   
   
3. Provide timely information to potential buyers: SMS is a great tool for sharing important details with leads. Notify potential buyers about upcoming sales, promotions, or price drops on vehicles they've shown interest in. You can also quickly respond to questions about specific models, features, or availability. 

Constant engagement keeps your dealership top-of-mind and can help efficiently move customers through the sales funnel. 

Service: Keeping Customers Informed

SMS can significantly improve the customer experience in the service department. Implement text messaging to:

1. Send service reminders: A well-timed text can remind customers when it’s time for routine maintenance, such as oil changes or tire rotations, helping them stay on top of their vehicle's care. You can also alert them about important issues, like recalls, ensuring they feel safe and informed. These reminders build trust and encourage repeat service visits.
   
   
2. Provide vehicle-ready updates: Let busy customers know as soon as their vehicle is ready for pickup. A quick text eliminates unnecessary wait time and improves convenience. This small touch enhances customer satisfaction by making the service process more efficient and hassle-free.
   
   
3. Offer timely follow-ups: Check in with customers a few days after service to ensure everything is running smoothly. Offer help if any issues arise, and even provide a link for additional feedback (review or survey, whatever your dealership’s approach may be.) This demonstrates your commitment to long-term care, increasing the likelihood of future service appointments and boosting loyalty.

This proactive communication demonstrates your commitment to your customers and can drastically improve service department satisfaction rates. 

Feedback: Listening to What Matters

Implementing a post-service and post-sale SMS review or survey request is key to gathering customer feedback.

1. Identify pain points quickly: Having an automated feedback generation strategy will give you the insight you need to address issues before they escalate or lead to negative reviews.
   
   
2. Make improvements based on customer input: Taking the time to ask for customer feedback, especially via a channel where you know they are engaged, shows that you care about their opinions and will act upon their suggestions.
   
   
3. Celebrate successes: Any positive feedback you collect can be used to motivate your team members and highlighted in your marketing materials to build trust and strengthen your brand image.  

Real-World Success: A Case Study

Consider the success story of Koons Automotive, the largest auto group in the Baltimore/D.C. region, and Widewail client of over 4 years. Koons implemented Widewail’s review generation solution, Invite, in search of more positive reviews. Over the span of 3 months, Koons saw significant improvements in their customer feedback and online reputation:

• All stores combined saw a 633% increase in new review volume.
• Average Google star rating increased from 4.2 to 4.5.
• Negative review percentage decreased from 19% to 13%.

Koons dramatically improved their review volume, customer satisfaction, and online reputation by sending out timely, relevant SMS review requests. 

Read the full study here →  Koons Automotive Group Disrupts Local Markets with 30,000 Reviews. 

Key Takeaways:

• SMS Dominates Customer Engagement: With a 98% open rate, SMS outperforms traditional communication methods, making it the most effective tool for capturing customer feedback in the automotive industry.
• Real-Time Feedback Drives Improvement: Instant SMS feedback after car sales or services enables dealerships to quickly address issues and capitalize on positive experiences, leading to continuous service enhancement.
• Personalization Boosts Satisfaction and Loyalty: Tailored SMS messages for reminders, offers, and updates significantly increase customer engagement and foster long-term loyalty.
• Strategic Timing Maximizes SMS Impact: Targeting key touchpoints throughout the customer journey—from sales to service—with well-timed and automated SMS messages enhances the overall customer experience while taking the pressure off of your team. 

SMS isn’t just another marketing channel—it’s your direct line to your customers. Reach your customers where they are, engage them when it matters most, and improve their experience every step of the way.