It’s no surprise that customers are heavily influenced by price when it comes to buying a new vehicle. But certain studies show that customers are just as motivated to purchase from a dealership when they enjoy a positive customer experience at that dealership.
A study by AutoTrader found that as many as 54 per cent of customers made their decision to purchase primarily based on their experience with their dealership1. The result rams home the importance of customer care – from first point of contact, throughout the negotiation and sale process, and beyond.
But what does customer care look like when a global pandemic has upset the natural order of things? And can dealerships spin a positive out of the upheaval caused by COVID-19?
What’s for certain is that the pandemic has reshaped the traditional car-buying experience, with both customers and dealers forced to change the way they engage with each other. Where virtual interactions were once rare, now they are the norm. And where sales staff once set the agenda for how vehicles, finance and insurance were sold, now customers demand greater control over how and when they purchase.