How to Balance Human Interaction with Dealership Technology: Insights from Eric Schlesinger

In the latest episode of Kain & Co., David Kane sat down with Eric Schlesinger, the chief revenue officer at ActivEngage, to discuss the evolving landscape of dealership technology and its impact on communication in the car industry. During their conversation, Schlesinger highlighted the importance of blending human interaction with the car buying process, noting that people still prefer to purchase vehicles from individuals rather than through technology alone.

One key takeaway from their discussion was the shift in consumer communication preferences, particularly among younger generations like millennials. These consumers tend to find phone calls aggressive and prefer digital communication methods. Dealership technology that aligns with these preferences can help businesses better engage with potential customers.

The COVID-19 pandemic has also affected consumer trust and engagement, underscoring the importance of transparency and flexibility in dealership operations. Establishing trust is essential for successful interactions and transactions with customers. Despite millennials being a significant demographic in the market, they tend to prioritize treatment and communication style over specific brands or dealerships. This insight highlights the need for dealers to tailor their engagement strategies based on different demographics and dealership technologies.

With over three decades of experience in the automotive industry, Schlesinger demonstrated the ever-evolving nature of the sector and the constant need for adaptation to meet evolving consumer demands and technological advancements. He emphasized the importance of dealers focusing on meeting consumers where they are in terms of communication preferences rather than trying to control how they engage with the dealership.

In summary, Schlesinger’s insights highlight how dealership technology needs to adapt to changing consumer preferences and technological advancements while still maintaining a human touch in order to build trust and foster successful interactions with customers.