A study conducted by car dealer tracker “CDK” to analyse that how delighted and satisfied customers are with their respective dealers, post purchase on different parameters. Survey covered dealers of mass brands and luxury both.
Digital/telephonic survey probed customers on the following factors, across major metros.
1.Overall customer friendly behaviour
2.Dealer Facility
3.Ease of purchase
4.Transparency & trust
5.Manpower quality
Even post lockdown customers in India chose to visit the dealership and finalized the purchase, though most of the OEMs were ready with the digital tools to facilitate the purchase process. There is sudden surge in demand of cars, new and used both. Dealers are not able to meet the demand due to short supply of many models and variants from OEMs. Managing customers expectation becomes most critical in this kind of situation.
Dealers who have managed hygiene issues like treating the customers well, maintaining clear, regular and transparent communication with customers, have done well in this survey.
Kia customers (832) (on 1000 point scale),said they were most happy with the treatment, transparency and communication from the dealers. Nissan and Honda customers are most dissatisfied with their dealers on all the factors
Luxury vehicle owners around the world normally expect a high level of personalised service. Customers expect their dealer to have an ongoing dialogue , engage and update them regularly . Luxury car manufacturers and their dealerships need to develop appropriate communication protocols in order to fulfil this expectation and drive greater customer engagement.
Majority of customers said they would buy from a dealership that provides a better experience over one with the better deals.
Luxury car dealers need to consider every customer touchpoint in the process and ensure that it meets or exceeds the assumptions that the buyer brings to the table. Luxury car brands should focus more on, one on one attention mechanism with customers.
