JudgeService has urged dealers to focus on improving customer satisfaction and attention to detail to help drive stock turn and avoid “book” drops.
Research carried out by JudgeService revealed that sales executives' attitudes are considered most important for prospective car buyers, with data showing that an increase of just 5% in salesperson attitude score can improve a promoter score by 18%.
While a 5% improvement in salesperson attitude score could result in cars selling five days quicker.
The research found the second “most important element” was the attitude at the vehicle handover, contributing to just over a 16% (16.4%) increase on promotor scores if satisfaction is improved – and ranked third for importance was the explanation of paperwork at just under 16% (15.8%).
JudgeService managing director, Neil Addley, said: “Whilst consumers are still brand loyal in the motor industry, people buy from people, so poor customer service is just not acceptable and can lose sales today as well cause long-term damage to dealerships and their potential future business.”
Car buyers were surveyed on aspects of customer service during their buying journey, with the data also revealing that elements such as the mechanical standard of vehicle (13.3%) and the cleanliness of a vehicle (13.1%) contribute around 13% increase each for promoter scores, completing the top five aspects of the customer experience for car buyers.
Other, lower ranked elements of the customer experience included contact after delivery, making up for just less than a 2% (1.5%) increase on promotor scores if satisfaction is improved of promoter scores and finance offerings, contributing to less than a one per cent increase (0.8%).
Addley said: “Our research highlights the importance of positive, face-to-face customer interactions, as three of the top aspects of the customer experience all revolve around the attitude and explanations carried out by salespeople during the buying process.
"Your salespeople are the face of your dealership and brand, so it’s crucial that they adhere to your high standards of customer service, to maximise current or repeat business. Make a Fan, not just a sale.”