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Women are key audience for service plans

A recent survey by the Institute of the Motor Industry (IMI) has revealed a large percentage of women are uncomfortable when it comes to having their car serviced, with one of the main worries being cost.

Since around half of all cars are purchased by women, EMaC is getting behind the IMI campaign to ensure every woman buying a new or used car has access to information about the way in which service plans can provide real pricing certainty.

17% of all women interviewed felt that at some time they had been over-charged for servicing costs at some time and 36% were totally reliant upon their dealer for guidance.

EMaC’s managing director Angela Barrow (pictured) said: “Whilst it is certainly not true to perceive that all women in the showroom are ‘shrinking violets’, this research clearly shows that there is a real gap in showrooms.

“This is a threat to customer satisfaction and future aftersales support and also an opportunity. We are delighted to support our colleagues at the IMI in their campaign to help guide women through car servicing.

“We are launching a series of sales aids designed for use in the showroom and online to present the case for the convenience, cost effectiveness and transparency of service plans as a route to confident car servicing.”

As well as the support for the showroom buyers, EMaC believes that actively promoting service plans to women can have a positive impact in terms of customer recommendations. “We know from wider research that women are more active in sharing information with friends (positive and negative). This is true face to face and through social media. If a dealer can help make a customer’s car servicing easier, then this has to be a positive promotion opportunity for the dealers involved,” Barrow said.

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