15 February 2016

It should come as no surprise that millennial-era buyers are more tech-savvy than most. However, as outlined in our news story here it’s even surprise to me that young prospective car buyers relegate colour choice in favour of ensuring that their new ‘ride’ is full of all the latest tech and gadgets.

This can pose a problem for retailer staff; it’s now doubly important to make sure everyone in a customer-facing role is fully up to speed when it comes to product knowledge. After all, it can be a little embarrassing when the customer knows more than you. Thankfully, anyone handy with the latest smartphone is unlikely to disgrace themselves, as the US web survey the aforementioned news story highlights just how much modern phone tech has influenced both car equipment levels and buyer expectations.

A word of caution, though. These same tech-savvy buyers might soon be a more agile and responsive business rival. The same impatient millennials, disappointed with the inflexible nature of traditional customer service practices, could well be motivated to create a business that better serves their needs. It’s happening in other industries, and there’s ample evidence of the success of web-driven car locator, retailer and concierge-style service and repair on both sides of the Atlantic already. Another reason, if you needed one, to ensure you’re at the top of your game.

Iain Dooley

Editor, Agenda

Auto Retail Network

Tags: competition, customer service, millennials, product knowledge, technology