How Honda’s Great Customer Service Solidifies Its Place in The Automotive Industry

How Honda’s Great Customer Service Solidifies Its Place in The Automotive Industry

It’s time to face the facts; buying a new car isn’t something people do on a whim. It’s an important decision made on a big-ticket item that could potentially last for years, and customers are understandably concerned about getting it right. In fact, research has shown that car purchasing decisions can be influenced by up to 900 different touchpoints! 

Plus, we haven’t even explored how the expansion of the digital medium can influence and affect the overall customer journey, with review sites and personal experiences dominating the Internet and leaving potential buyers with more information than ever. 

Still, this is part of a broader pattern of shifting automotive industry trends, where millennials are the biggest driving force and demographic in terms of car purchases for the foreseeable future. Adapting to their needs and their behavior will depend greatly on providing them with the best customer service possible.

There are three key points in how customer service should be run within the automotive industry. 

1. Defining a common purpose

There is a need to define a common purpose within customer service and experience, from the management to the frontliners. This will ensure that your direction is aligned and reach out to customers on all touchpoints. 

2. Analysis of the customer journey

Buying a car is often a long process, and undergoes several different touchpoints. It is important to note how essential it is to analyze this path in an omni-channel way, to be in the right place, at the right time, and with tailored communication.

3. Personalization & customer loyalty

Customer loyalty is extremely important, as more often than not, it will affect the brand loyalty of several generations. To ensure the retention of a customer, it is essential to know more about the customer as an individual. It may be complex, but it brings great possibilities for the future. 

This is where Honda’s philosophy comes into play. The Honda approach to customer satisfaction is very much focused on the philosophy of respect for the individual and the Three Joys of buying, selling, and creating. This means that Honda has always worked closely with its dealerships to maximize customer satisfaction. Honda is on hand every step of the way; from purchase to after-sales service, to ensure that dealerships work together with Honda to earn and maintain the trust of customers.

Honda’s customer service and approach works, because they strive to deliver an optimal level of service to customers worldwide based on its philosophy of creating and expanding customer joy worldwide through service. As part of their philosophy, Honda also aims to expand customer joys and create strong bonds linking customers and Honda in different markets worldwide. This includes diversifying their products and tailoring it to different markets to fulfil local customer and market needs.

Honda’s “Start Something Special” campaign in the US is an example of how Honda was cultivating a new level of customer loyalty, engaging customers and sparking dialogue. The campaign basically allowed for customers to share personal stories that demonstrate their love for the brand. The concept builds off the idea that owning a Honda is not just about the car; it’s about the relationship. The campaign worked to emphasize that, to Honda, brand advocates and loyal supporters are much more than customers; they’re family. 

As an automotive brand, Honda has incorporated these customer service trends into their overall strategies to stay relevant in future. There include: 

• Identify and digitize key customer touch points. 
• Establish an effective customer feedback process. 
• Experiment with new customer experience ideas. 
• Leverage content and tech. 
• Look beyond the sale

For an industry as huge as automotive, with its complex and typically slower sales dynamics, customer service is important. When it takes, on average, around 15 hours to purchase a car, this is where loyalty is built. It’s easier to sell a new car to a customer who has already had a satisfactory experience with the brand and the dealer. 

So, Honda has effectively harnessed and incorporated these customer service automotive industry trends into creating a unique customer experience that builds long lasting relationships. 

We hope you enjoyed the article!

If you’re looking for a brand new Honda car, or want to experience our brand of customer servicing, we’re here for you. As an authorized Honda 3S dealer in Penang, we at Formula Venture cover the sales, services, spare parts and accessories of Honda cars.