Dealerships must focus on customer health

What a crazy few weeks it's been. As a world, we're facing a global pandemic that is monopolizing the media and locking down our communities. As an industry, automotive companies are facing unique challenges and opportunities that could make or break their year.

Dealerships must go beyond a business-as-usual approach to deliver unparalleled, healthy experiences for their customers.

Manufacturers and their dealerships have seen this story before. In 2008, the automotive industry received massive bailouts because of the financial squeeze of the Great Recession in the U.S. With a "global recession" on the tip of some economists' tongues, it's time to consider major action.

We all know that during economic downturns, owners hold onto their vehicles longer and take better care of them vs. purchasing new. Dealerships also spend more time and attention caring for the pre-owned vehicles on their lot to ensure customers are enticed to buy used.

While no industry is recession-proof, the automotive industry has proved to be recession-resistant. If dealerships take steps to ensure customer health and happiness, they can weather the COVID-19 storm as well.

Dealerships must follow rigorous and robust reconditioning processes for every vehicle that sits on their lot. Focusing on interior surfaces and air quality should be their No. 1 priority.

Studies have revealed that the coronavirus persists in an infectious state on common surface materials for several days. U.S. Food and Drug Administration and World Health Organization guidelines emphasize the importance of frequent and thorough cleaning of surfaces potentially contaminated by the coronavirus.

Commonly used wipes can be effective on hard, nonporous surfaces when used properly. However, even if used correctly and frequently, these wipes are normally unable to reach deep enough into porous surfaces, such as upholstery, and nooks and crannies to address the contaminants embedded in those materials and areas.

It's important to find options for cleaning the areas sprays and wipes cannot reach, including the vehicle's ventilation system where many contaminants and pollutants are contained.

Customers don't want to or can't drive to a dealership when several states are imposing various degrees of lockdowns. Even when our country returns to a form of normalcy, the trends of customers wanting more convenient, home-based experiences is the new reality.

Here are a couple ways to make things easier for your customers:

• Take your service drive to them: This will require some logistics because there are bodies involved, but you should be able to go to and from your customers for things such as oil changes or reconditioning jobs. Adding a point of convenience is a way to improve your customers' experience.
• Digital retailing: There are numerous parts of your daily operations that can be migrated into the digital space, including trade-in appraisals, finance programs and even the actual transaction of selling a vehicle. There are many companies offering plug-and-play digital retailing solutions, as well, including Roadster, CarNow and MAX Digital.

It's so important to remember that this is a people business. Don't let the stress of a difficult economic season overshadow your responsibility to protect your associates in the field.

Many dealerships are providing sanitary gloves for employees as they interact with customers. Others are going toward online platforms such as FaceTime or Skype for customer communications. Be mindful of your associates' safety as you build a culture of health and wellness in your dealership.

At the end of the day, markers of success in this period of great uncertainty are yet to be determined. One thing is for sure: You can do your dealership a favor by listening to your customer. Get on the phone with them and learn their pain points. What are they anxious about? Be creative about how you can help.

As a dealership, don't overcomplicate it. We all sold cars before the Internet. How? By letting our customers drive the process and remembering that people sell to people. Keep the focus on what you can control: Caring for your people — both your customers and associates — and delivering a healthier, safer vehicle.