By Jason Unrau
A McKinsey Insights article titled “Driving the Automotive Customer Experience Toward the Age of Mobility” explores the shift in demographics for the automotive industry. In the article, they suggest that millennials will become 45 percent of the customer base in automotive by 2025. That’s just six years away.
What we know about the millennial generation is that their shopping patterns and expectations are different than previous generations. They expect transparency more than any other generation, and they expect a connected, easy to navigate online experience. Information needs to be readily available or they’ll turn on their heel and choose someone else.
How does that affect service departments? With nearly half your potential customer base at stake, you’ll need to embrace millennial expectations, particularly where service pricing is concerned. Specifically, your menu prices should be front and center.