Humanizing the Digital Car-Buying Experience: The Importance of Adapting Dealership Technology for Changing Consumer Preferences

Eric Schlesinger, the chief revenue officer at ActivEngage, discussed with David Kane on Kain & Co., the ever-changing landscape of dealership technology and its impact on communication in the car industry. Schlesinger emphasized the importance of blending human interaction with the car buying process, stating that people still prefer to purchase vehicles from individuals rather than through technology alone.

One key takeaway from their conversation is that consumer communication preferences have shifted, especially 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. Establishing trust is essential for successful interactions and transactions with customers. Despite millennials being a significant demographic in the market, they tend to 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 demonstrated how technological advancements are constantly evolving, highlighting the need for dealers to adapt to meet evolving consumer demands. He emphasized that dealers should 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 technology continues to shape our daily lives, it’s crucial for dealers in the automotive industry to adapt and keep up with changing trends while maintaining a human touch in their interactions with customers. By doing so, they can establish trust and foster meaningful connections that lead to long-term success in business.