Do car dealers want our custom?

* Mystery shop reveals shoddy service * No follow-up to sales enquiries * Wasted opportunities for dealers...

Author Avatar
What Car? Staff
28 Oct 2009 12:35 | Last updated: 14 Jun 2018 00:03

Nine out of 10 dealers are ignoring potential buyers, according to a mystery shopping study by customer relationship experts Mondial Assistance.

Just 10% of car dealers followed up requests for a brochure, leaving it up to the customer to call back or visit the dealership to continue the sales process.

Sixteen dealer groups were contacted by phone or email, before being assessed for how long it took to send out the requested brochure, the quality and accuracy of the pack, and the follow up, if any.

Where did the dealers go wrong?
Most dealers sent the brochures within seven days, but most were not personalised, even with a standard letter, and hand-written addresses often contained errors.

Lee Taylor, automotive director for Mondial Assistance, said: 'In times of increasing customer choice of both badge and dealership, this is at best a wasted opportunity to shine as the most professional choice and at worst can create a negative experience.'

0