With increasing competition, changing customer expectations, and a shortage of skilled labor, the heavy equipment industry must identify and address customer and employee experience challenges faster than ever. 

    Today, success is not exclusively linked to profit margins but also to the quality of customer and employee experiences. That's why knowing the benchmarks for key metrics, such as Net Promoter Score (NPS), Employee Net Promoter Score (eNPS), and Online Reputation Scorecard are key indicators to help you improve customer satisfaction, better employee engagement, and gain a competitive advantage.

    Are you tracking these metrics? Do you know how you stack up against your competitors in the equipment Industry?

    If not, no worries! Our annual Customer & Employee Experience Benchmark report will answer some of your questions and provide clarity to this key topic. You can download the report here 👇

    Download Customer & Experience Benchmark Report Here

    How to Improve Your Dealership Experience

    For organizations that want to stay ahead of the competition, delivering an exceptional experience to customers and employees is crucial. Every step of the customer journey, from initial contact to after-sales service, should be smooth and trouble-free. Similarly, dealerships should aim for high employee engagement to prevent high turnovers and ensure top-quality service.

    However, achieving high customer and employee experience scores can be challenging without the right strategies in place. Here are three practical steps you can take to improve your dealership experience scores:

    1. Streamline the Sales Process and Enhance the Service Experience

    The sales process is often the first interaction that customers have with your dealership, making it crucial to get right. To improve the customer experience during the sales process, dealerships can focus on streamlining their processes to make them as easy and efficient as possible for customers. Here are some tips:

    • Make sure that your website is easy to navigate, with clear information about your products and services.
    • Respond promptly to customer inquiries and requests for information.
    • Provide detailed information about the products and services you offer, including specifications, pricing, and financing options.
    • Offer virtual tours or product videos to help customers visualize the equipment and its capabilities.
    • Train your sales team and arm them with sales enablement materials so they’re knowledgeable about your products and services and provide excellent customer service.

    While improving your sales process can boost customer satisfaction, you don't want to stop there. After-sales service is an essential part of the customer journey, and heavy equipment dealers can differentiate themselves by going beyond what’s expected. Here are some strategies for also enhancing the service experience:

    • Offer preventative maintenance programs to help customers avoid downtime and keep their equipment in top condition.
    • Provide quick and efficient service and repairs to minimize downtime for customers.
    • Use digital tools like mobile apps or online portals to make it easy for customers to request service and track progress.
    • Provide clear and transparent pricing for service and repairs, so customers know what to expect upfront.
    • Offer training programs for customers to help them get the most out of their equipment.

    2. Prioritize Employee Engagement and Satisfaction

    While improving the customer experience is crucial, it's equally important to prioritize employee engagement and satisfaction. Happy employees are more likely to provide exceptional service and recommend their company as a great place to work. One way to measure employee engagement is through the Employee Net Promoter Score (eNPS). Here are some strategies for improving eNPS:

    • Conduct regular employee surveys to gather feedback on the work environment, culture, and leadership.
    • Use employee feedback to make changes that improve the work experience, such as providing more training or offering better benefits.
    • Recognize and reward employees for their contributions to the company's success.
    • Create a culture of transparency and communication, where employees feel valued and informed about the company's goals and objectives.
    • Provide career growth and development opportunities, such as training programs or mentorship.

    3. Gather Feedback and Act on It

    Finally, gathering feedback from customers and acting on it is crucial to improving the customer experience. Here are some ways to do this:

    • Use customer surveys to gather feedback about the customer experience and identify areas for improvement.
    • Monitor online reviews and social media mentions to see what customers are saying about your dealership.
    • Act on feedback by addressing customer concerns and making changes to improve the customer experience.
    • Use customer feedback to inform training programs and improve the knowledge and skills of your team.

    Improving customer experience scores is essential for heavy equipment dealers looking to build a loyal customer base and differentiate themselves from their competitors. By streamlining the sales process, enhancing the service experience, and gathering feedback, heavy equipment dealers can provide exceptional customer experiences that drive satisfaction and loyalty.

    By also prioritizing employee engagement and satisfaction, heavy equipment dealers can improve eNPS and create a positive work environment that increases employee retention and positions them as a top employer.
    Wondering where your scores fall in relation to others in the industry? Download the SATISFYD 2022 Customer & Employee Experience Benchmark Report to gain valuable insights into industry NPS, eNPS, and online reputation scores and benchmarks. This comprehensive report will provide you with the necessary data and analysis to understand how your dealership's customer and employee experiences compare to industry standards and identify areas for improvement.

    2022 Customer and Employee Experience Benchmark Report-1


    Ryan Condon
    Post by Ryan Condon
    May 12, 2023
    Ryan is the Co-Founder and CEO of SATISFYD. Since 1998, Ryan has been working with global equipment manufacturers and dealer owner groups to build more customer-centric organizations that outperform the competition. Ryan is an equipment industry veteran and expert in customer and employee experience management. Ryan has delivered over 100 in-person classes and speeches to help educate and inform on the power of delivering unique and consistent customer and employee experiences. Ryan, and his wife, live in Austin, TX with their four kids. Ryan is an avid mountain biker and runner.

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