Automotive Management Live: how car dealers can create customer loyalty and business advocates

Customer review specialists JudgeService will reveal what it takes to create a loyal customer who also acts as an advocate to your business.

During its best practice seminar at this year’s Automotive Management Live event it will reveal for the first time its latest research on this crucial topic. And JudgeService warns that what dealers think is important is not necessarily what customers see as critical.

JudgeService managing director Neil Addley (pictured) said: “We have been surveying customers for over six years now which has provided us with masses of data from which we can glean extensive information on car buyers’ views of customer care.

“We will be sharing new insights from our data for the first time at this year’s Automotive Management Live.”

The JudgeService best practice session will provide a ‘hit list’ of customer care ‘must-dos.’ This will be backed up by real life examples which, if dealers adhere to throughout a customer’s purchase process, are most likely to result in the highest level of customer satisfaction.

“We are continually analysing the data to discover the key drivers of customer care, retention and what turns car buyers into what we call raving fans, those people who are extremely likely to recommend a business in a variety of ways including social media, customer reviews and word of mouth,” said Addley.

“We have been able to determine the key elements which dealers have to get right in the eyes of consumers, to be considered as delivering excellent customer service.

“What is often apparent is that what the dealers think makes a first-class customer experience does not necessarily correlate with the consumer’s viewpoint.

“Overall, dealers deliver a good customer service and when we compare performance to previous years, it is apparent standards are continually improving from one year to the next. This reflects commitment from the sector to drive up customer satisfaction levels.

“In fact, currently 95% of customers who take part in a JudgeService review or survey would recommend their dealer to friends and family.

“The insights from our data will be more about smoothing out any rough edges and making tweaks to improve service even further.

“Generally, customers are happy, but it’s about continually growing that community and addressing the areas which customers do not enjoy.

“Customers like being looked after, but they don’t like hanging around waiting for a business to do business with them. It can be surprisingly easy for dealers to get something wrong which mars the entire experience from the customer’s perspective.”

The one-day expo takes place at Birmingham’s NEC on 9th November and includes a host of best practice sessions as well as an insight theatre focusing on F&I, next year’s new data regulations and the used car market. Free for dealer and manufacturer delegates, the event also provides networking opportunities and the chance to compare and contrast a range of suppliers who will be demonstrating latest products and services.