the knowledge
Customer communications in the Covid crisis
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emailing customers, 27% have started using WhatsApp, MAJOR NEW SURVEY SHOWS direct 26% have started calling customers and 25% have messaging, online bookings and home started texting customers. deliveries have been key to survival – Interestingly, alongside WhatsApp, a real surge in the and companies aren’t going back to use of other instant messaging services was highlighted the old ways. within the automotive industry. Social media use is also With news of a Covid-19 vaccine giving the battered growing: 21% of automotive businesses have started economy a glimmer of hope, a survey of automotive using Twitter, 20% of businesses started using Facebook businesses carried out by directory firm Yell Business Messenger to communicate with customers and 19% has revealed how businesses have adapted their Claire Miles had started using Instagram. customer communications during the coronavirus While a phone and email are still ingrained as the crisis, with online communications an increasingly most popular communication methods for automotive used tool. Yell CEO businesses and consumers alike, when it came to The survey, entitled ‘Who’s getting the message?’, increasing sales during the pandemic, paid ads on Facebook were covers all forms of automotive-related businesses including garages found to be the most effective, with 33% of businesses stating they and dealerships, as well as rental companies and taxi firms, and had seen an uplift in sales from using them. Instagram direct compares them with other key retail sectors. In particular, the Yell messaging was found to be the most effective tool for increasing survey found that 96% of automotive businesses have introduced website traffic. new ways of communicating with their customers as a result of the Instant messaging tools such as Facebook Messenger, WhatsApp pandemic, with 73% of automotive businesses stating that instant and other social messaging platforms were found to be vital messaging has become a key business tool in the lockdown. communication tools for automotive businesses. Nearly three Additionally, 43% of automotive businesses have introduced online quarters (73%) of businesses surveyed said that instant messaging booking services as a result of Covid-19 and a surprisingly high is key for business success post Covid-19, while 42% stated they number - 83% - of auto-related business owners are optimistic about had seen an uplift in enquiries thanks to using instant messaging the success of their business in 2021. Conversely, 17% of automotive services during the pandemic. 41% said that they had seen an firms surveyed said they would not be able to survive another increase in customer satisfaction from using the service and 39% lockdown. saw an increase in sales. The study reveals the scale of the challenge business owners have Choosing the correct channel to communicate with customers was faced in recent months with three quarters (76%) of all Small and found to have far reaching benefits for automotive businesses too. Medium Enterprises (SMEs) surveyed introducing a new service as Yell’s research revealed that over a third (36%) of consumers would a result of Covid-19. The automotive industry was found to be one be more likely to buy from a business that communicated with them of the most adaptable sectors in the report, with 98% of automotive on their preferred channel. 28% of consumers would be more likely to businesses surveyed introducing a new service. recommend the business to a friend and 24% would be more likely to Of those new services: spend more with that business. Conversely, if an SME communicated n 43% started taking online bookings with a customer on the wrong channel, 37% of consumers wouldn’t n 42% started doing online video consultations use that business again and 18% would even leave a bad review for n 37% started home deliveries/visits the business. n 35% launched online video tutorials Despite the challenges brought on by Covid-19, automotive n 34% launched online video events businesses remain positive for the future. 83% of business owners Half of all automotive businesses that introduced a new service state that they are optimistic about the success of their business in said it was crucial for them to be able to survive the pandemic, 2021 and, on average, 75% said they were more prepared to deal with with 83% stating they plan on continuing the service post Covid-19. another lockdown. Almost two-thirds – 62% - that introduced home delivery services Claire Miles, Chief Executive Officer of Yell, said: “It’s heartening said it was crucial for them to survive the crisis, and more than 80% said they would continue to offer a home delivery service post-Covid. to see that the majority of the sector remains optimistic in the face of adversity. Our research highlights not only the sheer adaptability A similar figure – 65% - said contactless payments had been vital, of businesses but also their ability to find the right way to and not one respondent said they would not continue to offer these. communicate change to their existing and potential customers. It’s The research also identified how the global pandemic has clear that during these uncertain times, instant messaging services accelerated changes in the ways businesses are communicating have been a real lifeline to businesses who have had to adapt and with their customers. Of the 96% of automotive businesses that adjust their models quickly.” introduced new ways of communicating in 2020, 34% have started
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