Dealership staff play a more critical role than ever in securing customer loyalty and driving sales, according to Motors’ latest Consumer Insight Panel which polled the views of 2,002 car buyers.
Staff have a direct influence on 85% of car buyers by making a positive impact on their experience. When asked what would prompt them to return to the dealership they bought their last car from, respondents said trustworthiness and transparency (55%) are equally as important as car selection (54%).
Lucy Tugby, marketing director of Motors, said: “Car buyers today are seeking more than just a transaction, they’re looking for an experience built on trust, excellent customer service and convenience. The findings show how dealership staff directly influence the purchasing decisions of over three-quarters of car buyers, making their role pivotal in shaping both perception and outcome.
“With car retailing impacted by many external economic and political factors outside the control of dealers, this is something they can take ownership of and harness as a key differentiator. Consumers spend weeks online researching their car choice yet many do not feel confident once they visit a showroom; so the decision to purchase rests on having a positive and reassuring experience with the dealership.
“When it comes to establishing and building customer loyalty, dealers cannot just depend on having a good selection of cars and competitive pricing; it’s the soft skills of showroom staff that will encourage customers to buy and come back for their next car.”
Other main considerations from the research were competitive pricing (48%), aftersales support (47%) and convenience (44%).
The research also found dealers risk losing four in 10 potential buyers if they fail to respond to customer enquiries in a timely manner.
Tugby said: “Face-to-face contact as the first point of interaction becomes an increasingly important factor for older customers. This underscores the importance of well-trained, customer-focused showroom teams.
“Digital options such as live chat, WhatsApp and email are particularly popular for younger buyers aged 18-34, reflecting the importance of having processes in place to monitor these channels and deliver quick responses.