In the latest episode of Kain & Co., host David Kane interviews Eric Schlesinger, chief revenue officer at ActivEngage, about the changing landscape of dealership technology and its impact on communication in the car industry. Schlesinger highlights the importance of combining human interaction with the car buying process, emphasizing that people still prefer to purchase vehicles from individuals rather than through technology alone.
One key takeaway from their conversation is how consumer communication preferences have shifted, particularly among younger generations like millennials. These consumers tend to find phone calls aggressive and prefer digital communication methods. Dealership technology that aligns with these preferences can help businesses better engage with potential customers.
The COVID-19 pandemic has also affected consumer trust and engagement, underscoring the importance of transparency and flexibility in dealership operations. Building trust is essential for successful interactions and transactions with customers. Despite being a significant demographic in the market, millennials prioritize treatment and communication style over specific brands or dealerships. This insight highlights the need for dealers to tailor their engagement strategies based on different demographics and dealership technologies.
With over three decades of experience in the automotive industry, Schlesinger demonstrates how rapidly technology is evolving and how businesses must adapt to meet changing consumer demands and technological advancements. He emphasizes that dealers must focus on meeting consumers where they are in terms of communication preferences rather than trying to control how they engage with the dealership.
In conclusion, as consumer preferences continue to shift towards digital communication methods, it’s important for dealerships to keep up with these changes by adopting new technologies that align with their customers’ needs. By doing so, they can better engage with potential customers and build trust through transparency and flexibility in their operations.
