My wife and I bought a new car last month. (Yay - new car! Boo - spending lots of money!)
The car is awesome. The experience was… meh.
Here’s the short version: We spent 6-8 weeks deciding whether we wanted a big or mid-sized SUV, and we looked at several different brands. We stayed in touch with the sales guy for each dealership throughout the process, either by answering their follow-up calls, or calling them with questions, or stopping by to see the car in person (again.) Eventually we narrowed our list down to a couple of options, and bought the one where we were able to negotiate the best deal.
That’s it. The process was over. We have a new car, and each dealership’s sales guy knew if/when they were out of the running. End of story - or at least it should have been the end of the story. But it wasn’t.
We then received multiple sales emails over the next 2-3 weeks, from the dealership where we had just bought our car:
Hi Chris, it looks like you missed an appointment you had scheduled with (sales guy’s name). Did you want to reschedule your appointment to a more convenient time?
Hi Chris, we are having a big sale this weekend on (model name). Please give (sales guy) a call to schedule an appointment to come test drive a new (model name) and get a great deal on a great car.
Hi Chris, it looks like you haven’t been by our store to see (sales guy) in a little while. Please give us a call or stop by anytime if there’s anything we can do. We would love to help get you a great deal on a great car.
Finally we called the sales manager and asked to stop sending us emails.
This was worse than bad customer service - it was insulting.
We spent two months in constant communication with your sales guy, then spent a lot of money at your dealership, and you can’t even move our contact information from your “prospect” list to your “customer” list?
It’s a good idea to use systems to help increase your efficiency and stay in touch with as many people as possible.
It’s a bad idea to take the customer, and the service, out of a customer service business.
Systems are great; personal is better.
- Chris Butterworth