Feedback software for car dealerships: Turn customer insights into loyalty

Mostly dealerships send an automated thank-you email, which is nice, but not always sufficient. Customers want a personal touch, which dealerships miss out on. Send them a handwritten card or even ring them up. But in whatever you do, be very specific. Keep your customer's name, slide in the car they chose, and maybe, if you remember, refer to a small detail from your earlier conversations with them. All of these gestures show you care enough to remember their story.

Later, send a feedback survey asking what they think of the vehicle they recently purchased. You can know what their first impression was, how their new car feels, if the driving experience met their expectations, and what stood out to them the most in your sales process. This is your insight into what you're doing great and where you need to improve.

What's most important is helping customers even before they reach your customer support. The more you simplify their job, the more they will appreciate you. Even before they want to look for it, try sending them some maintenance tips, how to use a special feature, when to schedule an oil change, or some DIYs, that will save their time coming to a service center or even reaching you. You can mail them these as videos or checklist formats so they don't have to spend hours reading it.

When sending service reminders, send it only when it makes sense and keep it personal. Once the car service is over, ask them how it went, how smooth the process felt, and how well the staff understood their concern and addressed it. You can use a car service feedback survey to get into the details.

Alternatively, when there is a gap after a certain communication, you can send them car accessory suggestions. If you remember them mentioning something about any accessories like a trunk organizer, better sound system during their visit, do not miss this chance to recommend it. But remember, the best way is not to sell, but to make them feel heard. You can check if these add-ons made their ownership experience better or if they'd be interested in learning about any other options next time.

Now, when you're sure they've driven their car for a few solid weeks, use Zoho Survey, a powerful feedback software to ask about vehicle performance and how easy it was to use. Keep your questions simple - Does the car meet their everyday needs, did they face any unpleasant surprises, and is there anything that's difficult to use? Their answers will help you spot common trends, and you'll know which features to explain better next time.

Focus on building strong connections and not just a simple network of people with the intent of doing more business. You need to focus on building a sense of belonging for your customers.

Invite them to events like new owner meet up, weekend car care and such. These give them a chance to learn more, and feel special. Once the event is over, ask questions to know if they enjoyed it, or what aspect they want you to change, or what else they expect you to cover in the upcoming events.

You can also create an online club for them to have interesting conversations and give a chance to share their stories. You can post their purchase anniversaries there and also send a personalized hand-written card. Later in your feedback, you can ask and get to know how their car ownership feels and if they are looking for any improvements.

When you intend to collect feedback, keep the questions short and to the point. Something like, 'how did we do today, did you like our service, did we explain everything clearly?'. They are more likely to reply if the questions are easy to read, simple, and straightforward without them having to put in too much effort.

In some scenarios, it's even better if you can directly ring them up and have a conversation after they've sent you the feedback. If you've fixed what they've mentioned, it is worth letting them know to gain their trust. Else, you can send them a text message notifying that you've fixed it and that they've helped you improve your business. This is a small act, but it definitely builds a lot of trust and makes them feel heard.

First ask them how they want to be reached – some people are okay with text messages, but some may feel email is better, while others may want a phone call. Store all of these details in your CRM and make sure your team sticks to it especially when you are trying to collect feedback.

Stay consistent with your follow-ups; reach them after delivery, after service, during their purchase anniversary, and so on. Zoho Survey lets you schedule all these and manage them from one place. Always remember that patience is key, so if you don't hear back from someone, it is completely okay and give them time to respond.

Find out if you have actually delivered them value. Value is something beyond what happens in a transaction. Like mentioned earlier, ask if the vehicle that they bought still fits their expectation; did they see any surprises – good or not so good? Did they wish they'd opted for something different? Are they looking for some solutions to their recent problems? If yes, track those in your CRM and follow up after that's resolved.

How did they find your ownership journey videos? Were they able to go through it fully? Did they find it useful? Find out all of this with a quick two to three questions survey. If they are happy with your service and follow-ups, are they willing to share it online? Get such information so you can proceed from there and tell your other potential customers how well you take care of them.