Interview with Jean-Laurent Lévesque – The Customer Journey

jean-laurent-levesque-original
Jean-Laurent Lévesque
Vice-President, Sales
The Customer Journey

  What’s important for me to explain to the dealers is the customer journey really needs to be understood. We all have different paths of getting information. We all have different paths of making a purchase. A car is a large purchase, and the path may be a little longer because we want to have the most information possible to make sure that we make the right decision. You tend to want to be and drive a car for a few years, so you want to carefully make the purchase on the most and the best information that is available to you.

If you’re buying an iPad, you can make a decision on an iPad fairly quickly, but when you’re buying a car which you’re going to be driving for three, four, five, six years, you certainly want to be a little bit more careful.

  What’s important for me to explain to the dealers is the customer journey really needs to be understood. We all have different paths of getting information. We all have different paths of making a purchase. A car is a large purchase, and the path may be a little longer because we want to have the most information possible to make sure that we make the right decision. You tend to want to be and drive a car for a few years, so you want to carefully make the purchase on the most and the best information that is available to you.

If you’re buying an iPad, you can make a decision on an iPad fairly quickly, but when you’re buying a car which you’re going to be driving for three, four, five, six years, you certainly want to be a little bit more careful.

“It all comes down to the dealership’s influence on the client’s buying journey”
“It all comes down to the dealership’s influence on the client’s buying journey”

What I say and what we focus on is the journey needs to be understood, but more importantly than the customer journey is the influence. Every portion, everything that’s possible for me to have an experience and to intervene or to interact with you, you need to understand that the journey is very important, but part of that journey is the influence. Every step you influence me, not to buy a car, to get to the next level. We all have different levels. We all have different journeys. It’s about the influence.

If I go to the website, is everything easy for me to find? Will it provide me the information that I’m looking for as quickly as possible? I want to qualify a car in my budget and I need to be able to know if that car fits in size-wise, color-wise, and does it look there’s different models, but is it in my monthly budget? Most dealers today, they still price the cars on the MSRP, on the full price, of the car where almost no shoppers are out there looking at, “Okay, I’m looking to spend $47,000.”

They’re looking to spend $500 or $600 a month or $300 a month. You need to be able  to provide that information accurately without the click bait, is what I call a ‘Click here to get the price.’ It’s about influencing my journey to the next level. If I find what I’m looking for, there’s lots of information, I’m staying engaged, then I’m more likely to interact to the next step with this dealership.

It’s about the influence. If you do all the steps right, you have a better chance of getting that customer into your showroom or for myself, and many, many people out there to just secure the car. I’ve done my research, I’m happy with the information that’s been provided for me, which really is the experience that I’m happy with, right? If I say I’m looking for the pricing, I’m looking for the information, looking for the color, this is all an experience and I’m building a relationship with the dealer.

Engaged Customer
+
Positive Experience
+
Climate of Trust
=
BUYING EXPERIENCE

Therefore, the trust factor goes up significantly. I trust the information I’ve received, it was easy, so my experience was positive. It influenced me and I’m ready to make a purchase. Some people are ready to make an appointment. Some people are ready to reserve the car. That’s what we do. That’s where we really focus on .

360.Agency

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