Dealers Risk Losing Out on Referrals from Online Sales
22 June 2021 by Curtis Hutchinson
JudgeService's new research shows dealers can boost their promoter score by building long-lasting relationships with customers.
22 June 2021 - Dealers risk losing out on referrals from new customers who have discovered them online, according to consumer behaviour research from JudgeService.
The customer review platform polled the views of 30,217 car buyers, who had made a purchase within the last 12 months and identified the top 10 reasons customers chose the dealer they purchased from and how likely they were to become promoters of the business.
The research started in January during lockdown and ran through to May, following the reopening of showrooms.
Customers most likely to become promoters were those who had previously enjoyed a good experience at the dealership they bought from, followed by those recommended by family and friends as well as customers who had their last car serviced by the dealer.
Those least likely to become promoters of the business were customers who found the dealership through a Google search or from a classified website. Customers choosing businesses because they were their nearest main dealer were also less likely to become advocates.
Top 10 Sources of Business for Driving Satisfied Customers
Question: On this occasion what made you visit the dealer your bought from?
- I had a good experience in the past
- I was recommended by friends and family
- I had my last car serviced there
- I saw a TV advert for them
- I drive past every day
- I saw them on social media
- I heard their radio advert
- They are my local main dealer
- I found them on Google
- I found them on a classified website
Source: JudgeService, June 2021
"While we would expect returning customers and referrals to become advocates for the dealers they are buying from, it's revealing that new customers, especially those who found the business online, are much less likely to become promoters." said Neil Addley, Managing Director of JudgeService.
"With the high marketing costs associated with winning new customers, the findings highlight just how important it is to build relationships with them, not just for the repeat business, but to reap the benefit of them becoming promoters. This mindset needs to be built into sales processes, coaching, and training."
"The old adage that 'people don't just buy cars, they buy people' resonates more than ever following the lockdowns; relationships with new customers need to be nurtured whether it's face to face in the showroom or via the Zoom or Teams meetings which will have to become an important part of the transacting process." he said.
The research also identified the biggest grievance among buyers was the failure of dealers to contact them after purchase to check everything was alright.
"There's a basic rule in car retailing that buyers should be contacted within the first three days of a purchase and then after three weeks; this ensures any issues are rectified. Our research shows this has a positive impact on the customer's promoter score and can switch them from becoming detractors into advocates. It's an easy win that many dealers are missing out on." said Addley.
The publishing of the top 10 research coincides with the tenth anniversary of the launch of JudgeService, founded by Addley in May 2011. Since then the business has published over 1 million customer reviews and is used by over 1000 franchised, independent, and car supermarket sites across the UK.
Further details and comments available from Neil Addley on 07795 665927 or neil@judgeservice.com.
About JudgeService
Launched in 2011 by Neil Addley, JudgeService is the UK's only customer review platform developed exclusively for the car retailing sector. By ensuring all reviews are verified and genuine, JudgeService builds a solid foundation of trust and respect between customers and sellers enabling car retailers to actively manage their online reputations.
JudgeService shares granular insight reports with dealers to help them identify opportunities to improve customer satisfaction levels, with many achieving 100% recommendation scores.
Based in Harrogate, North Yorkshire, JudgeService has published over 1 million customer reviews and is used by over 1000 franchised, independent, and car supermarket sites across the UK.
Issued by Curtis Hutchinson Communications
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