Road to DOTY: Do you have what it takes?

Study Notes

The customer journey involves six stages: Awareness, Consideration, Purchase, Delivery, Ownership, and After-sales Service.

Dealer Website: The first point of contact for many customers seeking information about KIA vehicles.
Showroom: A physical location where customers can view and test drive vehicles.
Phone Calls: Direct communication for inquiries and service appointments.
Emails: Follow-up communications and promotional offers.
Test Drives: A practical experience of the vehicle's performance.
Service Appointments: Scheduled maintenance and repair services.
Social Media: Engagement and interaction through platforms like Facebook, Instagram, and Twitter.
Marketing Events: Public events to showcase new models and engage with potential customers.

Greeting and Consultation: Initial interaction where sales staff greet and understand customer needs.
Test Drives: Arranging and conducting test drives to give customers a feel of the vehicle.
Price Negotiations: Discussions around pricing, discounts, and offers.
Financing Options: Providing information and processing financing solutions.
Vehicle Delivery: Final handover of the vehicle to the customer, including a detailed walkthrough of features.
Service Booking: Scheduling maintenance and service appointments.
Maintenance: Actual service and maintenance work performed on the vehicles.

Inventory Management: Keeping track of vehicle stock, parts, and accessories.
Vehicle Preparation: Ensuring vehicles are cleaned, fueled, and ready for display or delivery.
Staff Training: Continuous training programs for sales and service staff to maintain high service standards.
Marketing Campaign Execution: Planning and executing marketing strategies to attract and retain customers.
Data Analysis: Monitoring sales data, customer feedback, and market trends to inform business decisions.
Order Processing: Handling the administrative aspects of vehicle sales and orders.

CRM Systems: Customer Relationship Management systems to track interactions and manage customer information.
ERP Systems: Enterprise Resource Planning systems for integrated management of core business processes.
IT Support: Technical support to maintain and troubleshoot digital tools and systems.
Training Programs: Structured programs for staff development and skill enhancement.
Supply Chain Management: Efficient management of the supply chain to ensure availability of vehicles and parts.
Customer Feedback Loops: Systems to collect, analyze, and act on customer feedback.

Dealership Signage: Clear and professional signage to enhance brand visibility.
Business Cards: Personalized cards for sales and service staff.
Brochures: Informative brochures detailing vehicle models and services.
Vehicle Presentation: Ensuring vehicles are clean, well-presented, and ready for customer interaction.
Service Documentation: Detailed records of services performed and maintenance schedules.
Customer Gifts: Small tokens of appreciation like branded merchandise.