Car Dealerships and The Power of Voice Analytics

The world of online marketing evolves on a daily basis, with new concepts being introduced all the time. One such concept that is quite promising in obtaining feedback about your auto dealership is voice analytics. Voice analytics can be used to analyze segments of recorded conversation using voice recognition tools. The tools analyze the audio pattern in order to identify the emotions of the speaker.

Getting Meaningful Customer Feedback

In a world of data analytics and multiple screens, consumers have ever-increasing demands on their time and a decreasing attention span. For marketers, this translates into lower response rates and a marked reduction in customer survey responses. To continue receiving meaningful feedback, car dealerships need to demonstrate it's value and relevance to customers, and engage with them.

If your auto dealership still relies significantly on traditional surveys to obtain feedback about how customers feel about your operations, we recommend stripping back questionnaires, relinquishing control, and letting the customer guide the agenda far more than they do now. The end outcome is likely to be beneficial to the dealership, since it will be more focused, provide more relevant insights, and possibly even help cut down costs.

Listed below are a few points to keep in mind when implementing voice analytics.

Identify Business Needs

First you need to identify business needs by considering factors such as the size of the dealership and volume of voice calls to be analyzed. Outline your dealership’s goals clearly so that the scope of expected gains is properly understood. Voice analytics also allows for customer calls to be analyzed in real-time, which enables you to take action and quickly resolve any issues that arise.

Additionally, voice analytics make it possible to reduce the risk of outbursts by unhappy callers going out of hand, by predicting customers at risk. As soon as the system raises the alarm, your dealership staff can quickly work on mitigating the problem before it ever escalates.

Using voice analytics, auto dealers can now be able to really uncover what matters to the consumer, instead of inferring this from analysis of multiple questions. From these responses, dealers can create better categorizations for analysis and also take into account customers’ sentiments for better results.

More importantly, using this technique, it is quite assured that what the customer says is relevant and significant, as the information they provide is volunteered rather than coaxed.