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Customer Service Series: High-Tech Cars Need High-Touch Customer Service

If you’re a typical American consumer, one of the largest purchases you’ll make (after your house) is your car. And if you’re spending an average of $33,666 on a new car, you want, and expect, excellent customer service when you have a question or problem. And far more often, it’s a problem, since you rarely contact the dealer or manufacturer when your car is running smoothly.

This is one reason automotive dealers and manufacturers invest in providing the highest quality customer service. A major domestic automaker spells it out clearly: “Customers are Our Compass.”

As cars become more technologically advanced, many more things can go wrong at a very high level, so the customer service representatives have to know how to answer questions, escalate issues and find a resolution. And as car buyers become more research-savvy, their questions are also more likely to be about the technology or components.

Although portions of the customer service function can be handled via automation, there are limits. Only a real person can understand the nuances of a problem and the different paths that can be taken to successful resolution.

The most important outcome of a customer service interaction is for the customer to be treated like they’re being heard, being helped and that their expectations are being exceeded. Solving easy issues quickly via automation and escalating complex issues to customer service professionals is the perfect formula for serving customer needs.

Article by Casey Sivier

Strategic Account Executive for Transportation