The Customer Experience Podcast
The Customer Experience Podcast

Episode · 2 years ago

48. 5 CX Tips from My Car Buying Experience w/ Ethan Beute

ABOUT THIS EPISODE

My wife and I recently had to go out and buy a new car. 

And if there aren't customer experience lessons in that process, I don't know where else they are. 

So, on this episode of The Customer Experience podcast, I shared the 5 things I learned about the customer experience...by being a customer.

So timely and responsive managingexpectations, obviously being honest, that's just basic rules for living.Fourth, one here is make it easy, eliminate friction. This is probablythe biggest customer experience part of this conversation. The single most important thing you cando today is to create and deliver a better experience for your customers,learn how sales marketing and customer success experts create internalalignment, achieve desired outcomes and exceed customer expectations in apersonal and human way. This is the customer experience podcast, here'syour host, eath and Baute, so our son just turned sixteen years old. Wethought it'd be a nice thing to do to give him the car that we drove him homefrom the hospital in as an infant, and you know a seventeen year old carbluebook value, not really high it', so a nice gift and an expensive gift andfrankly, we don't have to drive them...

...around as much anymore. So what doesthat mean and means? My wife and I had to go out and buy a car if there aren'tcustomer experience lessons in that. I don't know where else you'll find him.My name is ethon bute. I host the customer experience podcast as well asthe CX series on the BDB growth show and so imgoing to share with you ahandful of things that I learned recently or was reminded of in theprocess of buying a new car. Now I'm a consumer reports guy, I feel like therebjective testing and rating is pretty good. I've read their car issues foryears. My Primary Mo in buying a car is less than two years old, with fewerthan Twentythousan Miles, so that, like new, were I don't have to take thatdepreciation hit off the lot, but I have a like new car. That's how I windup driving a seventeen yearold car and eleven year old car respectively, and Itreat him really well, so I narrowed it down to two choices and they were verydifferent from one another one. The vokswagon golf all track all whee'lldrive slightly higher clearance than the average car and a very nice drivingexperience or the Toyota Prius, really...

...the practical choice: insanely reliable,great gas mileage and very low cost of ownership. So I went online and startedlooking at those two vehicles. Now I found them all over Denver and ColoradoSprings and with other companies like Carmax or Carvana, you could actuallysearch the entire country, and I reached out on several specificvehicles which takes me to the first takeaway from this experience,timeliness and responsiveness matter. Several of these companies neverreached out at all others only reached out with automated messages. Now, if Iwas super interested in the vehicle, I would actually reply to that automatedmessage. In order to start the conversation, they wouldn't call me oremail me directly, even though I was a very active Fyer who raised my hand. So,as you look at your process, look at how timely and responsive you are toinbound inquiries and opportunities and all of their forms, whether it's onlinechat, whether it's a form, fill or some...

...other form of contact. I didn't expectin this case at two minute response time to an inquiry on a specificvehicle, but I did expect to be reached out to sometime in twenty four hours orso so you can't create the opportunity, unless you're, timely and responsive tothese types of inquiries and pieces of communication number two. You need to manage customerexpectations. My wife and I were so disappointed. We had our IY on a PREUSUP IN DENVER, I communicated back and forth with the guy. We spoke by phone,we swapped emails and we ended up committing to buy this car when I toldhim we'd buy it. He of course had all of the final paperwork in a PDFpurchase, price dealer and handling taxes et ceter. We are ready to roll inmake a cash purchase and he set an appointment with us for two days laterat eight fifteen in the morning, so we were going to get up early drive up toDenver and buy this car. He set the appointment on the calendar, but thesame day we set the appointment about...

...two hours later I get an email and ithas three words in it. It's sold sorry, so I immediately pick up the phone andcall this guy. I'm like what is going on here. You just sent me a calendar.Invite you gave me the out the door price. We made this commitment to comeup there and buy the car and his response was. We have thirty salespeople on this lot. They need to eat, to talk about failure to manageexpectations and failure to empathize with your customer, like we were all inon this. We had shut down several other opportunities and the gap here was henever communicated that hey? You know, if you give me two thousanddollarsright now, I can guarantee this. Is Your car in two days or hey? You knowthis car might sell today. If you commit to come up and buy it today, Ican make sure this car is yours, but instead I'm operating from the ideathat, because he set the appointment- and I have the final paperwork- thatthis is my car- I just need to show up and buy it he's operating from acompletely different expectation that...

...he did not communicate, which is wellif it's around when he gets here. It's his car so think about expectations that otherpeople might have at different points in their relationship with you are youoperating from the same expectation disappointment? This is just a life tip.Disappointment is exclusively a function of expectation if myexpectations are managed and you deliver at expectations. I can't bedisappointed, that's what he thought he was doing, but he failed to communicatethose expectations, thereby failing to manage my expectations. Number three be honest, because this isa used car story. I don't think you'll be super surprised that there was somedishonesty in the process, and this is a crazy one. We went in to test drivethat all track. It was a super fun car to drive. I had already pressed them alittle bit on the price and Theyh'd already moved down about three hundredand fifty dollrs on it. It was the last...

...day of the month. It was six PM, theywere open for a couple more hours, and so I told my sales person and his salesmanager who was out on the lot with me standing at the vehicle hey. I need togo back, my wife and I are going to talk about it. We're going to sleep onit tomorrow. Il Get back to you the next morning with our decision, butbefore I do that, I just want to know what is the absolute very best price.You can give me on this car and he told me hey. I need to make two hundreddollars on ever used car sale, and that is where I am. I have no room to moveon this car. I said cool, that's fine! I just wanted the best price you couldoffer it's part of the decision making process we'll go, make our decision andfollow back up with you the next morning. So he goes into the building. I'm stillchit chatting with my sails rap, who I had spoken with on the phone had swappeseveral emails with. He was very responsive, a great sales person andthen, as we're wrapping up our chat. The sales manager comes running backtoward US ethen. I've got exciting news.

It's the last day of the month, and thesales person here is sold nine cars so far this month. If he sells his tenthcar, he gets a bonus. If I could give you five hundred dollars off right now,would you buy this car on the spot tonight last day of the month, and Isaid of course not. I told you I wasn't buying the car today and you just toldme: You had no room to move on the price. It's just ludicrous that twominutes later. He would think that I might forget that he told me that hecouldn't move on the price lying to your customers in their face is alwaysa bad look. Even if we wanted to buy that car, I would have refused to buythat car out of principle from those folks and the sad part was. It was notthe fault of the Sales Rapugan was awesome, timely, straightforward andvery, very helpful, so timely and responsive managing expectations.Obviously, being honest, that's just basic rules for living. Fourth, onehere is make it easy, eliminate friction. This is probably the biggestcustomer experience. Part of this...

...conversation. Companies like carmaxsand even newer business models like Carvana, have identified. What makespeople like me and you, if you've been through this recently so frustrated andthey knocked down all those things. So we inquired on a car with Carmax, and Iset an appointment when I set that appointment through their website which,by the way, had amazing search criteria. I could dial it into exactly what Iwanted, including the features including the milage and all theseother characteristics, including internal and external color of thevehicle. My wife and I found one that fit what we wanted, clicked the makeappointment button and it immediately disappeared from the website. When Itold my son that we were going to go check out this car and probably buy it,he went to find it online couldn't find it kind of panicked a little bit. Isaid they just took it off the website because they reserved it for me, whichwas awesome completely different from the manage expectation story on thatpreous up in Denver. In addition, as we...

...were thinking, should we buy this onthe spot or not seven day, return policy, absolutely no risk whatsoever,the milage didn't matter. They would give us all of our money back, nomatter what, within seven days, we were buying this north of Denver by the way,and they would allow us to make this return in Colorado, springs superconvenient and eliminates any of the objections on the by side, as well asany of the friction of that buyer's remorse. In addition, ninety teywarranty they paid for the manual there's no manual in this used car wewere purchasing. They gave me the link to a website to order it. I submittedmy receipt and they reimbursed me to get a physical copy. The manual that Icould put in the glove box I was in and out of that dealership in ninetyminutes, with a car from I need to inspect this car check it out. I wantto test drive it, which was a fun experience, walk through all thepaperwork actually pay for, and all these other things out the door. Ninetyminutes last step here, Carmax just kills this by the way, from a customerexperience standpoint as we were doing...

...the final paperwork, someone waswashing the interior and exterior of the car, and, as we were walking out toapproach the car, they had positioned it in a parking bay with a nice signbehind it, a giant yellow, bow right on the hood. Their colors are blue andyellow, and, as we were going out, our sales rep said hey. Can I have yourphone go stand just to the left of the front tire. She took a couple verticalphotos, a couple horizonal photos of my wife and me with the new car.Absolutely knowing that it's the kind of thing that we would share with ourfriends and our family, which we did because they wanted to know what webought and what it looked like, and all these other things just really thoughtit all out in advance. It's just a nice little surprisand delight moment at theend of the process that builds social proof for them. In addition, justanother quick small note on social proof, as we were sitting in thedealership, they have these giant monitors all around and they're,constantly popping up new members of the Carmax family with little headshotsand the vehicle they purchased in the...

...city they purchased it in just really.Nice touches that humanize the whole process. Fifth and finally, here values matter.Ultimately, we made this decision on moral and ethical grounds. Now noteveryone thinks this way, but for us it was just difficult, even though thatcar that I drove for the past seventeen years, that' still an absolutelyamazing shape- is a volkswagon. We opted against the all track. Even itwas a great driving experience for two key reasons: one. It only gets twentytwo miles to the gallon in the city, verses, forty, four for what wepurchased and fifty for a preous right. So we did end up buying a hybrid car.In addition, Volkswagon got caught in that desel emissions, cheating scandalright so in this world of finite resources, the idea that we're going tobuy a car that we're going to drive for the next fifteen to twenty years isgoing to be very fasile fuel dependent, far less efficient than so many otheroptions in the market from a company...

...that was caught. Bending the rules andactively cheating was just something I couldn't get behind. Even though was anawesome car to drive so just a handful of tips there. Hopefully that triggeredsomething for you either as a customer or even better as a marketing sales orcustomer success, professional about the way that you're interacting withyour customers or the way you're being treated as a consumer hope you enjoyedthe episode. If you want to hear more visit, Bombomcom podcast, that's bombBombcom podcast, and I welcome your feedback again. My name is ethen bute.You can reach out to me directly ethen Ethan at bombamcom thanks so much forlistening, clear communication, human connection, higher conversion. Theseare just some of the benefits of adding video to the messages your sendingevery day. It's easy to do with just a little guidance, so pick up theofficial book, Rehumanize Your Business,...

...how personal videos, accelerate salesand improve customer experience learn more in order today at Bombamcom Book.That's Bo, MB bombcom book. Thanks for listening to the customer experience.podcast remember the single most important thing you can do today is tocreate and deliver a better experience for your customers, continue learningthe latest strategies and tactics by subscribing right now in your favoritepodcast player, or visit Bombomcom podcast.

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