How Can a 'Customer Journey Audit' Improve Your Bottom Line? - AutoSuccessOnline

How Can a ‘Customer Journey Audit’ Improve Your Bottom Line?

Once you understand these pathways and touchpoints, you can move forward with optimizing your customer’s experience.

As inventory issues continue to plague the industry, we are finding that progressive dealers are using this as an opportunity to further refine their processes to focus on their customers’ experience. One way dealers can do this is through a customer journey audit. If you’re wondering what a customer journey audit is, then you should definitely keep reading.

What Is a Customer Journey Audit?

Simply put, a customer journey audit is where you map out all of the different paths a prospective customer could take to purchase from your dealership. It takes some whiteboard time, but you should be able to visually map out every path (with a few exceptions). Many dealerships fully understand this concept as it applies to their physical showrooms, but many do not when it applies to their digital footprint. This is where we often find a big disconnect (more on that later).

Only once you fully understand these pathways and the associated touchpoints can you move forward with optimizing your customer’s experience.

You may not be a process engineer, but do not fret! There are easy-to-use tools for documenting these workflows such as Whatever you use, take the time to map out the journey and document them (please document them).

Now that you have your different pathways documented (please, please, please document these), you can create your audit checklist and begin to implement a recurring process to not only audit your customer’s journey but also begin to refine it.

Understanding Customer Engagement Online

You’ll be amazed at how fragmented many of these pathways can be. We do these audits all of the time and find that many dealerships have very little idea how consumers are interacting with their dealership digitally. When they do, they often say, “well, that doesn’t make sense” or “how would the customer know what to do here?”

Here are a few examples of what we typically find through the auditing process:
• Inconsistent messaging. A dealership’s search ads may say “Lease for $499/mo.” but their website says “Lease for $529/mo.”, or nothing related to that special at all!
• Broken links and click paths where a website user literally cannot continue down the funnel (I kid you not).
• Conflicting calls to action that confuse users. For example, a “value your trade” button that took the user to a general contact form or a “get pre-approved” and a separate “get financing” button right next to each other.
• Conversion data not being submitted to the CRM. How can your team reach out properly if they have no idea why/where/how a lead is converted?
• And others, such as outdated images, vehicle information and more.

While the initial shock can hurt, the good news is that you’re now on your way to fixing these issues and, in turn, you’ll often see an immediate lift in conversion rates for your dealership. This leads to an improved bottom line! 

Now, I know what you’re thinking: “When exactly am I supposed to find time to do this?” While I can’t answer that directly, I can tell you that after doing this exercise you’ll also begin to see friction points with your internal process. Often, these processes and mundane tasks can be automated through technology, saving you and your team that much-needed time that can now be spent focusing on something a bit more strategic … or playing golf.

You May Also Like

How To Build an Unstoppable Dealership in a Bad Economy

Dealers’ challenges seemed to flip overnight. Here’s how they can use this period to get ahead of the curve.

Auto dealers are coming through a historical period of profitability due to a flipped demand-supply situation over the last 18 months. Last year, they had to just open the doors and people would be lining up for the cars they had in stock, ready to pay them the price the dealers wanted.

Germain Motor Co.’s Strategic Partnerships Drive Success Despite Market Turbulence

With a distinctive approach to partnership and a commitment to continuous improvement, Germain Motor Co. navigates market challenges and drives success.

Respect the Process

By breaking our goals down into ambitious but achievable tasks, we’re avoiding common mental pitfalls and setting ourselves up for steady, measurable, and — ultimately — incredible success.

Chris Saraceno July 2023
Internalize Paint Repairs — Drive Savings and Boost Efficiency

Gene Brooks of Graham Auto Mall recognized an opportunity to optimize the vehicle reconditioning process by internalizing the paint chip repair process. By partnering with Dr. ColorChip, they began performing paint repairs internally, saving costs and improving efficiency.

Entrepreneurship, Not for the Faint of Heart

Here are one entrepreneur’s top five characteristics you need to explore within yourself to see if you have what it takes to be an entrepreneur.

Other Posts

Dealer-Branded Loyalty Programs

Your customers can feel comfortable knowing the trusted brand they are already familiar with is providing them with extended protection options.

Genuine Insights from GA4 Data Explorations

Are you loving it or completely confused? Here’s a quick walk through to help you focus on what’s important.

Google Merges 2 Ad Formats Used Most by Dealers

The new ad format, launching this summer, will bring new features that car dealerships can tap into to make their advertising dollars go further.

The Value of OEM Window Stickers: Extending the Benefits of Pre-Owned Inventory

By providing VIN-based details on standard and optional features, buyers can quickly assess the specifications of a vehicle.

By providing VIN-based details on standard and optional features, buyers can quickly assess the specifications of a vehicle.