Word-of-Mouth and Online Research Have Big Impact on Model and Dealer Selection, J.D. Power Finds
- Use of technology during sales process drives engagement and satisfaction: Usage of tablets by sales consultants during the sales process to record customer details and requirements, as well as to demonstrate vehicle features, yields a higher satisfaction score than when a tablet is not used (852 vs. 837, respectively).
- Opportunity to enhance dealer amenities: Across the six factors measured in the study, the dealership facility has the highest weight in driving overall sales satisfaction (25%). The availability of amenities such as free wireless internet access, complimentary snacks, accessory viewing area and vehicle color palette display yield higher satisfaction scores. Furthermore, satisfaction scores are higher when the deal is finalized inside the office than in an open area.
- Introduction to aftersales service department: At the time of delivery, 78% of customers were provided an overview of or introduced to someone in the service department, which increases satisfaction by 42 points.
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