Your Customers Decide How They Want to Communicate
A couple of months ago, I had an interesting conversation with my mom.
She’s in her mid 70s and is actually pretty tech-savvy. She uses her iPhone, sends emails, and can text without any problems. But she was frustrated because her grandkids “never answer the phone” and rarely return her voicemails. When they did call back, it might be weeks later.
I laughed and told her that my kids are like most people under 30—they don’t really use their phones as phones anymore. In fact, I joke that they don’t own iPhones…they own a “Texter 3000’s.”
I suggested that if she wanted to communicate with her grandkids more often, she should simply text them.
She wasn’t convinced.
“I don’t like texting,” she said. “I am not going to text.”
I tried explaining that this wasn’t about her communication preference, it was about theirs. If her goal was to strengthen the relationship with her grandkids, she needed to communicate the way they preferred to communicate.
In marketing terms, she had forgotten who her target audience was.
We ended the conversation without either of us changing our minds.
A few months later, my kids were over for a Sunday BBQ when my daughter casually mentioned, “Grandma and I have been texting a lot lately.”
I smiled.
My mom had changed one simple thing. She adapted her communication style to fit her audience, and the result was more conversations, a better relationship, and a better overall experience for everyone involved. I will admit we have had some good laughs regarding her usage of emojis.
It made me think about conversations I’ve had with many of our dealership customers.
Today’s customers all have different communication preferences. Some want a phone call. Others prefer email. Increasingly, many simply want a text message. There isn’t a single “right” communication method, there’s only the method your customer prefers.
Too often, businesses communicate the way they want instead of the way their customers want.
The businesses that create the best customer experiences meet customers where they are.
That’s one of the reasons we’ve invested in communication capabilities within Lightspeed DMS. Dealerships can store each customer’s preferred communication method and engage them accordingly, whether that’s by text or email. Combined with our texting, email and now video solutions, dealerships can deliver a more personalized experience that feels natural to each customer.
Sometimes improving the customer experience doesn’t require a major technology investment or a complete process overhaul.
Sometimes it’s as simple as sending a text instead of making a phone call.
Your customers will tell you how they want to communicate.
The question is: Are you listening?
Brian Bodine
Brian Bodine serves as Chief Sales Officer at Lightspeed DMS, where he has built a reputation as one of the company's most enduring and impactful leaders. Having walked the Lightspeed journey for 30 years, Brian has worked hand-in-hand with thousands of dealers over the decades, making him one of the most experienced voices in the recreational dealership management industry. With three decades of dedication to Lightspeed, Brian remains focused on relationships, results, and elevating dealership success — a mission that has defined his entire career.
