Parham Saebi, Head of Client Relations, CRM Solutions at Arvato UK and Ireland, has been featured in AM Online discussing three ways automotive retailers can deliver the social media customer service drivers expect.
Engaging with customers through social media has become the norm for companies across a range of sectors, and many are reaping benefits from integrating these digital channels into their customer service functions. According to McKinsey and Co, these businesses are using Twitter, Facebook, Instagram and Snapchat to boost the average revenue per customer contact by seven per cent year-on-year, through up-selling, cross-selling and reducing customer churn.
Yet, despite the opportunity and shifting consumer habits, the automotive industry is failing to take social media seriously as a customer service channel. Having the right channels in place and being more responsive is clearly important, but this is just the first step to achieving the benefits integrating social media can provide. The key is to nurture positive interactions with customers and to achieve this, automotive firms need to focus on engaging with customers in a proactive, personalised manner.
In his piece, Parham argues that automotive companies can use social media to support business milestones, be on the front foot with complaints to help reverse negative sentiment and proactively reach out to consumers in a relevant and meaningful way to stay ahead with other industries.
He comments: “As more consumers buy or lease their cars online and become increasingly comfortable engaging with automotive brands through social media and web chat, integrating digital channels into customer service operations will become key.
“By delivering positive, personalised interactions at each customer touchpoint, firms can open the doors to new commercial opportunities and protect market share.”
You can read Parham’s full feature here.