3 Keys to Winning Email Mystery Shops
Mystery shops have become more important than ever in 2023. Even knowing how critical customer engagement is, it can be a chore to ensure that every aspect of your customer engagement is executed consistently and professionally, regardless of the time the engagement began.
Here are three tips to ensure you win with emails. And while requirements may change and adjust, this could be a good start at ensuring you meet and exceed requirements.
Key Elements and What To Do
#1: Win with Response Time
In a study completed by Podium, they surmised that lead response time is critical to lead conversion.
It is commonly taught to address the consumer inquiry within 30 minutes, but you could potentially be losing out on 80% of your customers if you are waiting to respond. Speed is important.
What To Do
- Answer each response within 5 minutes regardless of when the lead comes in.
- Have a process in place with your BDC Team to address each lead as soon as they come in with an FQR.
- Best Practice is to have an original response, not automated whenever possible. People buy from people they like, and this is the beginning of the relationship with your customer. Make a great first impression.
#2: Win with Questions
Once you know you will respond quickly, the next critical element is to engage the customer. The best way to do this is to ask a question. Not “What day can you come in?”, but something more personal. People love to talk about their cars, and a great opportunity to start a conversation is to ask if they have a trade-in. Also, remember to respond to every question in the lead (customer inquiry). If you have an off-site BDC responding, make sure they address the question, answer correctly when they can, and tee it up for your sales team.
What To Do
Ask questions such as the following
- What are your favorite features about your current vehicle?
- What options is your current vehicle lacking?
- What are the top three things you are looking for in your new vehicle?
And don’t forget to acknowledge any question that comes in with the customer inquiry.
#3: Win with Content
One of the last elements is to provide valuable and rich content within the email response. These can take a variety of forms but are meant to both catch the attention of the consumer and get them to interact with the email.
What To Do
Here are just a few examples of ways to engage the customer, provide them with content they can interact with, and bring them further down the funnel.
- Video of Vehicles/ Video from the BDC Rep/Sales Person
- High-Quality Vehicle Images (not stock if possible)
- Links to the VDP of the Vehicle of Interest/Scheduler/Dealership Website
Visit BCP’s Industry Updates for a more in-depth look at this topic, as well as other leading industry news and insights.
