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New survey says aftersales customers value trust above price and convenience

Trust, rather than cost, is the primary reason why drivers choose a garage for maintenance and repair work, according to a new study by Halfords Autocentres.

62% of drivers placed trust – an ability to deliver on promises – above all else. The second most influential factor was a convenient location (36%), with price third (32%).

Rory Carlin, of Halfords Autocentres, commented: “There is no easy way of establishing trust. It is earned and maintained in a wide variety of ways over time. Trust is a vital commodity that can be eroded all too easily.”

The study found that trust was by far the most important factor for both men (63%) and women (61%). However, age was found to significantly affect buying behaviour.

66% of drivers aged over 65 placed trust number one, while only 35% of drivers aged 18-24 said trust play a part in their decision.

51% of respondents reported instances of work being recommended that they considered unnecessary.

The survey echoes the view from Richard Beevers, director at Customer Plus, who also believes aftersales departments need to concentrate on building trust to secure long term profitability.

Beevers will be speaking at the AM Aftersales Conference at the Hilton Hotel, located in the complex of the newly opened national football training centre St George’s Park in Burton on Trent, East Midlands on April 24, 2013.

Tickets are available to dealers and manufacturers, with a limited number of supplier tickets on sale. To book, please contact Nicola Baxter on 01733 468289, email nicola.baxter@bauermedia.co.uk or visit www.aftersalesconference.co.uk


 



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