An automotive organisation gave customers the opportunity to book a remote video appointment with a sales person in a showroom rather than have to visit the showroom in person. The objective was to provide a convenient and comfortable way for customers to view the vehicle they are interested in, discuss their requirements and seek advice. The company found that customers who gave very high satisfaction ratings for this experience were more likely to buy a car, additional items, make a future car purchase, and use the physical outlet for servicing. The roi of this initiative was demonstrated by tracking conversion rates and future spend of individual customers according to their level of satisfaction, over a 3 – 4 year period.
Things to consider: Requires tracking individual customer buying behaviour over a defined period, e.g. 3 – 4 years, in order to evaluate the relationship between the quality of the sales / buying experience and future purchasing behaviour.