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Dealers facing rough ride from spendthrift customers

Dealers are being warned to face tougher negotiations from car buyers across the UK. Motor retailers in Wales are the most likely to have a harder time trying to please customers, according to a poll by Experian, the global information solutions company.

Over 2,000 adults were polled by Experian’s Canvasse Opinion service to find out how determined consumers were to get the best possible deal. It has revealed that the Welsh are the most demanding as 63% admit to being hard-nosed negotiators and high maintenance customers, followed by the Scots and then the English.

The survey revealed that an average 45% of customers will make a point of complaining about bad service and ensuring that their friends, family and colleagues know about the experience.

In England, the North East has the most demanding customers expecting 100% service or they will go to another company. However, they are also the least likely to complain and expect compensation if the service is not satisfactory, suggesting that by demanding good service from the start, they don’t expect to have to complain at a later stage. In the South West of England, while car buyers are the least likely to be demanding, a larger proportion of them (42%) would complain and expect compensation.

Rob Whalley, managing director of Experian’s Automotive division, said: "At this time of the year when expenses are higher than normal, getting the best deal on big ticket items, such as a car, becomes an even bigger goal for consumers who know that it’s a buyers market out there.

"In this environment, motor retailers have a lot to gain by taking measures to better understand their market. By tailoring their services to increase customer satisfaction, they can ensure more visitors to their showrooms are converted to customers."

Top three reasons why UK’s most demanding consumers take a hard line approach with companies

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