CUSTOMER-CENTRIC CULTURE
According to PWC , 86% of buyers are willing to pay more for a great customer experience. “Customer service” is evolving beyond what we traditionally know it to be – starting emails with the customer’s name, always wearing a smile. Now, communication is key. Customers want to be kept in the loop throughout the entire sales and service process via notifications and status updates. They want to do business with dealerships on the go, in real-time. Dealers who appear more modern, organized, and more in contact with the back office, will appeal to this always-on demographic.
For the next year, farm equipment dealerships must manage the long-lead times and uncertainty of receiving new equipment and parts from their suppliers in a timely manner. There are several factors which create the pressure on supply and mean that dealers will face the dilemma of conveying credible information to their customers when they may not have accurate information themselves. This also means that dealers must be flexible to changes in the marketplace so as to exploit sales opportunities for Used Equipment when usual trade-cycles are impacted, and to find alternatives for parts and attachments as well as machines. The management of information is a fast-moving environment of uncertainty, will place a premium on the effectiveness of their customer communication channels, linkages to their network of suppliers, and the accuracy of their dealership information management systems. The challenges of supply will bring opportunities to manage change better and faster than your competitors. Success will depend on creating a customer-centric culture backed by robust processes around information and dealership operations.”
GEORGE RUSSELL Machinery Advisors Consortium (MAC)
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