Enhancing the Customer Experience

I’m a firm believer that a company is only as good as its customer service. As our company and industry evolve, so too, does the way we serve our customers.

As the National Auto Auction Association (NAAA) and its members celebrate National Auto Auction Week this week, I think it’s a good time to reflect on what makes this industry run — our loyal and hard-working customers. Without them, there would be no industry.

At ADESA, we’re enhancing the customer experience by taking a fresh look at every aspect of our business — from reducing auction cycle times to offering actionable data and insights to everything in between. We’re leaving no stone unturned.

It’s our responsibility to offer customers a seamless experience — whether they’re buying or selling online or in-lane — so they can get back to doing what’s truly important to them: serving their own customers.

We’ve overhauled our in-lane buying and selling experience. Over the past several months, we’ve worked with our auction personnel to find ways to streamline cycle times. We have adopted a strategic approach to refine every phase of the auction cycle. We’ve already seen dramatic advances at several of our physical auction locations. We’re committed to reducing vehicle cycle times at auctions nationwide by engaging employees — not consultants — and maximizing the use of integrated systems and data to capture and measure it to improve overall efficiency.

ADESA identified areas in each step of the vehicle process where changes can be made to shorten delays. The company scanned its entire operations — from when a car comes in to the auction until it leaves the property — at several auctions and then clearly defined each step to re-engineer the workflow. When auctions operate more effectively, customers benefit. We believe this is going to be a game-changer for our company and, perhaps, the entire industry. Not only does this save customers time and money, it provides them with more transparency from start to finish.

On the digital front, we’ve completely revamped the online journey with offerings that may have seemed impossible just a few short years ago. We’ve developed a natural language search capability that significantly improves the way customers search for vehicles. Instead of a filter-based search, dealers can simply type in a few words or phrases and results come back in just a couple of seconds — much faster than before.

At ADESA, we’re also utilizing data to help customers search for cars quicker and smarter. We’re offering customers OEM-sponsored email programs and specific vehicle recommendations on OEM private-label sites and on ADESA.com. We can now make vehicle recommendations on these platforms based on a dealers’ market and lot needs. We’ve implemented a responsive design layout on ADESA.com, meaning the website renders well on any device: smartphones, laptops and desktop computers.

We’re also making the buying and selling experience simpler by developing new products and offerings, such as online bill pay, which we’re rolling out to customers.

Whether you do business with ADESA online, in-lane or both — we’re providing you the tools and technology you need to be successful.

As I reflect on our company and industry during National Auto Auction Week, I want to say “thank you” to our customers for making us what we are today. We’re humbled to serve you and offer you the best service in the industry.

Related Articles