The Path to Superior Customer Experience: Achieving Excellence through Brand and Corporate Standard Audits
Car manufacturers in the past have focused marketing on their technical expertise, i.e., the superior performance and reliability of their vehicles. However, these factors are no longer enough to stand out in today's competitive market. The real battleground now lies in providing an exceptional customer experience. In this era, where the dealership network plays a crucial role in delivering the brand experience, it becomes vital to close the gap between the marketing promises and the actual customer experience. This is where Brand and Corporate Standards Audits come into play. These audits are specifically designed to guarantee that a brand delivers flawless, technology-driven experiences that exceed customer expectations and leave a lasting impression.
The starting point of the audit is looking at the 3 base elements of how the brand is represented in their retail network.
- Corporate Identity
Your brand's fonts, colours, shapes, and slogans are the visual components that customers recognise and associate with your brand. A carefully designed and consistently maintained corporate identity (CI) elevates your brand's distinctiveness and individuality in the market. When your CI aligns with your brand's values and personality, it holds the potential to truly differentiate you from your competitors. Maintaining consistent branding across various touchpoints establishes familiarity, trust, and loyalty among your audience. Ensuring that the collateral you provide is correctly implemented at the retailer, gives you confidence that the customer experiences and interacts with the brand materials as you intend. By doing so, it not only meets but also exceeds customer expectations.
While the logo is an essential part of your corporate identity, it is not the sole element that deserves your attention. It serves as a symbol for your brand, but it is not the entirety of it.
Your brand's facilities serve as a physical embodiment of your brand, providing customers with a tangible experience that represents your brand image and sets their expectations. Well-designed and properly maintained facilities create a positive first impression, exceeding customer expectations while conveying professionalism, quality, and meticulous attention to detail.
Customers will often spend considerable time at your brand’s facilities, whether it's for vehicle purchase, service, or repairs. Clean, organised, customer-friendly facilities that match your brand identity enhance comfort and convenience, leading to higher customer satisfaction, even if on a subconscious level.
Furthermore, facilities play a crucial role in after-sales service and support. Service centres equipped with modern tools, skilled technicians, and streamlined processes inspire confidence in customers, reinforcing their trust in your brand.
- Use of Technology
Traditional marketing materials like physical brochures, leaflets, and catalogues are long gone. To effectively represent your brand, it is crucial to embrace technology and incorporate it into every customer interaction. Imagine streaming 3D models of cars onto large screens or engaging customers with interactive video walkthroughs showcasing all the vehicle features.
By leveraging technology, you can enhance the customer experience through innovative features, connectivity, and personalised interactions. Advanced systems offer convenience, entertainment, and safety, elevating the overall experience. Embracing technology enables dealerships to deliver seamless, efficient, and customer-centric interactions that align with modern expectations for convenience and digital integration. In doing so, you not only meet customer expectations but also strengthen your brand reputation.
Many brands don’t know where to start or how to audit their presence. DEKRA is here to help. While the Brand and Corporate Standards Audit uncovers any discrepancies in how your brand is perceived by customers during their initial interaction, we advise you to go a step further and take the customer experience to another level. How? Have the customer in the heart of everything you do – online and offline.
Whether it’s an impartial expert that knows all the ins and outs, features, benefits and technologies of the car, an interactive digital platform for the customers, or an advisor that takes a customer through all the information they need to safely get on the road, DEKRA can analyse all the possible channels. Through the Sales and Aftersales Campaign Management Service , DEKRA’s experts work closely with you to design a successful sales campaign to increase dealership traffic and aftersales to improve customer retention.
For a limited time only, we are offering a free Brand and Corporate Standards assessment to give you a taster of your brand’s real capabilities. Don’t miss out, contact our experts today.