Dealership customer experience tracking uses tried and tested observational research tools and techniques adapted specifically for dealership customers.
Customer experience tracking involves watching customers in your environments to understand more about them. There are simple questions about customer behaviour that many organisations can answer in detail about their digital customers but can only answer with assumptions and anecdotal information about their ‘real’ customers. These can be as simple as ‘Who are they?’ and ‘What do they do when they are with us?’
At Konvergence we have been tracking customers in our projects for over 12 years. We have refined the tools and techniques we use to track customers to make sure we can capture as much useful information as we can.
Here are some guidelines you can use to structure your own customer tracking:
Prepare paper plans of the environment to use as ‘tracking sheets’. A sketch roughly to scale will do. A4 or A3 on a clipboard work best.
- Include a table on the ‘tracking sheet’ to note journey stages, timings and other observations. Include plenty of cells as you will probably note more than you think.
- Bring a clipboard, pen, spare pen, tracking sheets, camera, watch – tape the watch to your clipboard to make it easier to see.
- Use one tracking sheet per customer.
- Be discreet so you don’t influence customer or employee behaviour.
- Note everything the customer does.
- Note every interaction with employees and what every employee does.
- Note how other people impact the visit – eg queues, congestion.
- Note timings for everything.
- Note how you think the customer feels at each part of the visit – draw smiley faces.
- Make any general observations that you think will be useful.
- Track as many customers simultaneously as you can – take care not to confuse yourself.
Dealership customer experience tracking is one of our ‘core’ tools we use on our projects. For more dealership customer experience improvement techniques see Dealership Discovery