Eric Schlesinger guides on how to diversify your dealership technology tool kit

Technology vs. Humanity: How Eric Schlesinger is Balancing Innovation and Personalization in the Car Industry

Eric Schlesinger, the chief revenue officer at ActivEngage, discusses the impact of evolving dealership technology on communication in the car industry with David Kane in the latest episode of Kain & Co. Schlesinger emphasizes that human interaction remains essential in the car buying process despite technology advancements.

One significant takeaway from their conversation is that consumer communication preferences have shifted, particularly among millennials. Younger generations tend to find phone calls aggressive and prefer digital methods of communication. Dealerships that align with these preferences can better engage with potential customers.

The COVID-19 pandemic has also affected consumer trust and engagement, highlighting the importance of transparency and flexibility in dealership operations. Establishing trust is crucial for successful interactions and transactions with customers.

However, despite millennials being a significant demographic in the market, they prioritize treatment and communication style over specific brands or dealerships. This insight underscores 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 demonstrates how technology continues to shape and evolve the sector. He emphasizes that dealers must adapt to meet changing consumer demands and technological advancements while focusing on meeting customers where they are in terms of communication preferences rather than trying to control how they engage with the dealership.

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