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Consistency key to bridging trust divide, says Dragon 2000

Mark Kelland, Dragon2000

Consistent customer experience is the key to rebuilding trust among disillusioned customers, according to Dragon 2000.

As reports compiled by Auto Trader reveal that only 7% of UK consumers claim to trust UK used car dealerships – a trust figure lower than estate agents, banks, and finance companies – Mark Kelland, commercial manager at Dragon2000 believes dealers must strive to build better relationships with their customers.

Auto Trader found that nearly 40% of consumers who intended to buy a car in the last six months, but didn’t complete the process, blamed vague, hard-to-find, or misleading information for wlaking away from a potential deal.

But Kelland believes trust and customer experience go hand-in-hand to bridge this gap and secure greater sales.

He said: “Dealers need to ensure they give consumers a consistent customer experience, both in the showroom and on their website.  This helps consumers know what they can expect from a dealer and when they deliver on their promises, it creates trust.

“For example, vehicles should be correctly advertised on their website – this is made easier and less likely to feature mistakes if is fed from the DMS. 

“The trust can be built up by sending sales presentation videos, so consumers can have a tour of the car without visiting the dealership.

“Another good initiative to build trust is sending all consumers Vehicle Health Check Reports which feature images and videos of the car when it is in the workshop.

“Dealers should also ensure that all their channels to market carry consistent messaging, especially their websites. 

“More and more consumers carry their research out online before visiting a showroom, so it is vital that websites engage consumers and build trust.”

Kelland said that quality online content which gives accurate descriptions and well shot photographs – preferably accompanied by a video walk-around presentation – all contribute to trust levels and customer engagement.

Customer reviews and feedback via social media should also be top priorities.

He added: “These are essential to build trust with the customer that the vehicle is as described. Customers will undoubtedly feel more comfortable if they can read previous customers’ reviews of their experience with the dealer and links to the dealer’s social media accounts all help them gauge how the dealer treats their customers – these are all powerful things dealers can use on their websites to engage customers and create trust.”

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