The Power of Customer Satisfaction 2022

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Excerpt

Our latest research shows that since the pandemic, people are prepared to travel further to purchase a car, but that their enquiries are more and more likely to be administered over the phone or online rather than in person.

Despite this, physical visits to dealerships still account for 40% of all enquiries, and our prediction is that this will continue to rise, but never reach the heights of pre-pandemic statistics.

We can also see that lost sale customers (people that enquired but didn’t purchase) really want to be attended to by sales representatives, either at the dealership, online or over the phone. Being quick to do so is paramount to ensure the highest levels of customer satisfaction.

Offering the extras when dealing with customers really does go along way when it comes to how likely they are to recommend you. Offering test drives, contacting them after delivery are critical, but perhaps counter intuitively highlighting the benefits of service plans, GAP, cosmetic repair insurance and other add-ons can also boost your promoter score.