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Electronic Communication Tips

When it comes to communicating with customers, there are pros and cons (and right and wrong times) to using electronic channels. Read on to learn more.

Email is widely considered to be more formal and personal, and the ideal channel for sharing detailed or complex information.

There are, however, advantages to texting over emailing. For starters, most people tend to check their phones far more often than their inboxes. Which explains why text messages statistically have higher ‘open’ and ‘fast response’ rates.

  • When possible, use the method of communication your customer prefers.
  • Read to understand: what information is needed and/or what is customer asking of you?
  • ‘Listen’ for the tone your customer is using to understand their emotional state.
  • Customers are more likely to read emails and texts that are short and sweet and to the point:
    • Clearly answer questions and respond to requests for information as soon as possible.
    • If unable to provide immediate answers or assistance, acknowledge customer’s request and promise to follow up by a specific date/time.
  • Communicate in a professional manner and avoid using all caps, acronyms, short forms or emojis.
  • Carefully read and re-read your messages for spelling, grammar or auto-correct errors.
  • Emails and texts sent in haste are usually the ones that you will regret!
  • Confidential and personal information should never be shared via email or text:
    • Anything you send can be forwarded without your knowledge!
  • Keep messages short, simple and succinct.
  • Personalize your messages to demonstrate you are human, not a bot!
  • Write clear calls to action.
  • Respond to inbound text messages quickly.
  • Send your texts during normal dealership hours, unless otherwise requested by customer.
  • Sign off cordially and professionally.
  • Request customer’s permission to move more complex conversations to a different platform.
  • Limit frequency of your text messages:
    • Don’t double-text.
    • Stop texting when asked.
  • Keep subject lines short, direct and clearly focused on your reason for communicating:
    • Subject lines starting with FYI, NEEDED and ACTION REQUIRED effectively convey level of urgency
  • Err on the side of formality when initially contacting a prospective customer:
    • If customer’s gender is unknown, use ‘Dear [first name].
    • Use “Ms.” instead of “Mrs.” when writing women.
  • Provide context and keep your message as short/succinct as possible:
    • Why you are sending this message.
    • What action, if any, you require of your customer.
    • If writing to someone you don’t know, briefly explain who you are and your purpose for writing.
  • Use bullet points or numbering to organize longer messages.
  • When concluding emails:
    • Thank customers for their time.
    • Encourage customers to reach out with questions.
    • Outline your next steps (sending additional information, following up in a few days, etc.).
  • Use a personalized signature with contact details.
  • Use an out-of-office message to inform customers of possible delays in your own responses.