Tech-savvy dealers will have more satisfied customers
Use of tablets and computer displays by dealers during the sales process can substantially improve customer satisfaction among new-vehicle buyers, according to the latest J.D. Power 2015 U.S. Sales Satisfaction Index Study.
Among both non-premium and premium buyers, use of tablets by salespeople to perform tasks such as recording customer vehicle needs, demonstrating vehicle features and displaying pricing information yields higher satisfaction with technology usage than when a table is not used. Handwritten price quotes hurt buyer satisfaction with technology usage.
Dealerships that disregard [technology] may risk being left behind in three to five years, said Chris Sutton, vice president of automotive retail practice at J.D. Power.
Other findings from the study:
« Customer satisfaction is higher among customers who are offered F&I products. (Millennials are as likely to buy F&I products as other generations.)
« The best salespeople are good listeners, ask relevant questions and can deliver on customer requests.
« Best practices for sales staff are those who make customers feel comfortable–not pressured–and confident they are receiving the most transparent, up-front information.
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