{"id":36091,"date":"2021-04-21T13:18:54","date_gmt":"2021-04-21T13:18:54","guid":{"rendered":"http:\/\/www.customer-alliance.com\/?post_type=articles&#038;p=36091"},"modified":"2023-12-18T11:35:02","modified_gmt":"2023-12-18T11:35:02","slug":"customer-satisfaction-automotive","status":"publish","type":"articles","link":"https:\/\/www.customer-alliance.com\/en\/articles\/customer-satisfaction-automotive\/","title":{"rendered":"How to improve your customer satisfaction automotive scores"},"content":{"rendered":"\n<p><span style=\"font-weight: 400;\">Customer satisfaction automotive scores don\u2019t lie.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Volvo tied for 1st place in the 2018 American Customer Satisfaction Index, with a customer satisfaction score of 85 (up from the previous year\u2019s score of 82).&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">You know what else happened that year?&nbsp;<\/span><\/p>\n\n\n\n<p><b>Volvo had a whopping 27.6% increase in the numbers of vehicles sold (1)<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Moral of the story: Focusing on a customer satisfaction automotive strategy brings major results.&nbsp;<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-reminder-customer-satisfaction-matters-in-the-automotive-industry\"><span style=\"font-weight: 400;\">Reminder: Customer satisfaction matters in the automotive industry<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">Since 2015, customer satisfaction and loyalty have dropped across almost all service providers.&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">In fact, according to the 2020 American Satisfaction Index (ACSI), customer satisfaction scores have been the lowest since 1999. Just look at the following scores in the automotive customer satisfaction index:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">79 in Europe<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">78 in Japan\/Korea<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">76 in the U.S.&nbsp;<\/span><\/li>\n<\/ul>\n\n\n\n<p><span style=\"font-weight: 400;\">Automobile customer satisfaction regarding the customer experience is now a huge (if not THE) point of differentiation among franchise dealers. In fact,<\/span><b> 54% of customers would purchase a car from a dealership that offers their preferred service, even if the dealership didn\u2019t have the lowest price (2)<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">First, automotive companies must understand <\/span><a href=\"http:\/\/www.customer-alliance.com\/resources\/article\/the-importance-of-customer-satisfaction-guide-for-businesses\/\"><span style=\"font-weight: 400;\">why customer satisfaction is important<\/span><\/a><span style=\"font-weight: 400;\">. Then to increase customer satisfaction and loyalty, automotive companies must learn what their customers\u2019 expectations are.&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">For a real-life example, see how Mazda Motor Europe increased <a href=\"http:\/\/www.customer-alliance.com\/products\/expertise\/customer-satisfaction-software\/\">customer satisfaction<\/a> scores last year despite the industry average going down. <a href=\"http:\/\/www.customer-alliance.com\/resources\/success-story\/mazda-case-study\/\">Get the Mazda Motor Europe case study<\/a>.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-3-ways-car-companies-can-improve-customer-satisfaction\"><span style=\"font-weight: 400;\">3 ways car companies can improve customer satisfaction<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">Despite being one of the first industries to invest in customer satisfaction, the automotive industry has fallen behind in leading in it. (That is to say, if the latest automobile customer satisfaction ratings tell us anything.)\u00a0<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">To regain leadership in this area, automotive companies need to revisit their<a href=\"http:\/\/www.customer-alliance.com\/products\/expertise\/customer-satisfaction-software\/\"> customer satisfaction strategies<\/a> and consider the following:<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-digitalise-your-automotive-customer-journey\"><span style=\"font-weight: 400;\">Digitalise your automotive customer journey<\/span><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Yes, many automotive customers still like to shop at the dealership, but that\u2019s not where the <a href=\"http:\/\/www.customer-alliance.com\/products\/feature\/customer-journey\/\">customer journey<\/a> starts.&nbsp;<\/span><\/p>\n\n\n\n<p><b>Automotive buyers can encounter up to 900 touchpoints before making their car purchase according to Think with Google research (3)<\/b><span style=\"font-weight: 400;\">. So many of these digital touchpoints occur during the<\/span><span style=\"font-weight: 400;\"> initial research stage<\/span><span style=\"font-weight: 400;\"> of the automotive customer journey (i.e. before they ever step foot on a dealership). But they also continue even after a dealership visit. Don\u2019t miss out on these potential touchpoints.<\/span><\/p>\n\n\n\n<figure class=\"wp-block-image alignnone wp-image-36184 size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"875\" src=\"http:\/\/www.customer-alliance.com\/wp-content\/uploads\/2021\/04\/customer-alliance-customer-satisfaction-automotive-infographic-valuable-insights-1024x875.png\" alt=\"Showing extra ways to collect feedback on automobile customer satisfaction\" class=\"wp-image-36184\" srcset=\"https:\/\/www.customer-alliance.com\/wp-content\/uploads\/2021\/04\/customer-alliance-customer-satisfaction-automotive-infographic-valuable-insights-1024x875.png 1024w, https:\/\/www.customer-alliance.com\/wp-content\/uploads\/2021\/04\/customer-alliance-customer-satisfaction-automotive-infographic-valuable-insights-300x256.png 300w, https:\/\/www.customer-alliance.com\/wp-content\/uploads\/2021\/04\/customer-alliance-customer-satisfaction-automotive-infographic-valuable-insights-768x656.png 768w, https:\/\/www.customer-alliance.com\/wp-content\/uploads\/2021\/04\/customer-alliance-customer-satisfaction-automotive-infographic-valuable-insights.png 1440w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Think outside the box with your customer satisfaction methods. Capture feedback onsite, online, and offline.<\/figcaption><\/figure>\n\n\n\n<p><span style=\"font-weight: 400;\">Things to consider regarding automotive digital touchpoints:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">Which social media channel(s) is best to focus on for our target audience?<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Is our website complete with a live store, a virtual saleroom, and live chat with brand experts?<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Do we offer easy test drive booking and service appointments from the website?<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Are there links to showrooms and\/or pop-up stores on our website?<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Is our website mobile-friendly?&nbsp;<\/span><\/li>\n<\/ul>\n\n\n\n<p><span style=\"font-weight: 400;\">While most prospective buyers will want to test drive the car in person, you can still close the deal virtually. For example, consider co-browsing and virtual meeting options complimented by paperless transactions and digital signature solutions.&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Perhaps digitalising your <a href=\"http:\/\/www.customer-alliance.com\/solutions\/industry\/automotive\/\">automotive customer journey<\/a> seems like a lot of work. But trust us, this investment will not only attract more customers, it will also be the golden standard a few years from now.<\/span><\/p>\n\n\n\n<p>[ca-form id=&#8221;44600&#8243; align=&#8221;right&#8221;]<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-be-strategic-with-your-customer-satisfaction-questionnaire-nbsp\"><span style=\"font-weight: 400;\">Be strategic with your customer satisfaction questionnaire&nbsp;<\/span><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">It\u2019s true. If you\u2019re in the car dealership business, you\u2019re well aware of the importance of measuring your customer satisfaction KPI. But are you sure that your automobile customer satisfaction survey is as effective as it can be? Go beyond customer satisfaction factors and consider how you present your survey.<\/span><\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-ask-at-the-right-time\"><strong>Ask at the right time<\/strong><\/h4>\n\n\n\n<p><span style=\"font-weight: 400;\">If you begin tracking potential customers from the research stage of the customer journey, you\u2019ll gather enough data to know when it\u2019s best to send them a survey about a <a href=\"http:\/\/www.customer-alliance.com\/products\/expertise\/voice-of-the-customer-software\/\">particular aspect of their journey<\/a>.&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Is it best to ask them in-store, while they wait at service, an hour or a week after they visit? Experiment and monitor results to learn when is the best time to send each survey.&nbsp;<\/span><\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-ask-on-the-right-channel\"><strong>Ask on the right channel<\/strong><\/h4>\n\n\n\n<p><span style=\"font-weight: 400;\">Even how you ask for feedback will affect the survey response rate. Utilise customer segmentation and explore which channels work best for getting survey responses for each segment.&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Is it email, text messages, WiFi start page, in-store tablets, embedded in chat or website, or QR code?&nbsp;<\/span><\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-ask-to-share\"><strong>Ask to share<\/strong><\/h4>\n\n\n\n<p><span style=\"font-weight: 400;\">Customers make the best brand ambassadors. The easiest way to boost your online presence? Ask customers to share their reviews to major review sites and Google.&nbsp;<\/span><\/p>\n\n\n\n<figure class=\"wp-block-image alignnone wp-image-36190 size-large\"><img decoding=\"async\" width=\"1024\" height=\"550\" src=\"http:\/\/www.customer-alliance.com\/wp-content\/uploads\/2021\/04\/customer-alliance-customer-satisfaction-automotive-google-share-1024x550.png\" alt=\"NPS customer satisfaction survey cars for customers to share to google\" class=\"wp-image-36190\" srcset=\"https:\/\/www.customer-alliance.com\/wp-content\/uploads\/2021\/04\/customer-alliance-customer-satisfaction-automotive-google-share-1024x550.png 1024w, https:\/\/www.customer-alliance.com\/wp-content\/uploads\/2021\/04\/customer-alliance-customer-satisfaction-automotive-google-share-300x161.png 300w, https:\/\/www.customer-alliance.com\/wp-content\/uploads\/2021\/04\/customer-alliance-customer-satisfaction-automotive-google-share-768x413.png 768w, https:\/\/www.customer-alliance.com\/wp-content\/uploads\/2021\/04\/customer-alliance-customer-satisfaction-automotive-google-share.png 1440w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Get customers to share their reviews to Google.<\/figcaption><\/figure>\n\n\n\n<p><span style=\"font-weight: 400;\">Don\u2019t worry, there are SaaS programs that let you add a button to your surveys so customers simply click to publicly share their review to a review portal. (P.s. we have a leading <\/span><a href=\"http:\/\/www.customer-alliance.com\/industries\/automotive\/\"><span style=\"font-weight: 400;\">automotive customer satisfaction platform<\/span><\/a><span style=\"font-weight: 400;\">.) <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">There\u2019s a lot to be done within the customer satisfaction survey automobile industry. Lead the change and prove that your company\u2019s a forerunner in caring about your customers\u2019 opinions.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-leverage-your-customer-satisfaction-survey-results\"><span style=\"font-weight: 400;\">Leverage your customer satisfaction survey results<\/span><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">We always recommend companies analyse, optimise, and share <a href=\"http:\/\/www.customer-alliance.com\/products\/feature\/customer-survey\/\">customer feedback <\/a>for maximum impact.<\/span><\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-analyse-your-customer-satisfaction-automotive-scores\"><strong>Analyse your customer satisfaction automotive scores<\/strong><\/h4>\n\n\n\n<p><span style=\"font-weight: 400;\">Only after you know what customers want can you satisfy them. Don\u2019t guess.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Ensure your company has powerful analytical tools to dive into the semantic meaning of customers\u2019 feedback. Track keywords and discover trending topics that matter to customers.&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Learn what <\/span><span style=\"font-weight: 400;\">customers&#8217; true expectations are to get ahead of the competition.&nbsp;<\/span><\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-optimise-your-customer-satisfaction-methods\"><strong>Optimise your customer satisfaction methods<\/strong><\/h4>\n\n\n\n<p><span style=\"font-weight: 400;\">It\u2019s important to follow how your customer satisfaction metrics like your net promoter score calculation differ across your company. Oversee variations in your among locations and sectors, such as sales, service, and support. Ask, is this location meeting, failing or exceeding our net promoter score benchmark, and why or why not?<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Then, pick up on best practices from the locations and sectors doing well and optimise accordingly. For more details, check out <\/span><a href=\"http:\/\/www.customer-alliance.com\/resources\/article\/customer-satisfaction\/\"><span style=\"font-weight: 400;\">Customer Satisfaction KPI and why you need to focus on one or two<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-share-your-automobile-customer-satisfaction-ratings\"><strong>Share your automobile customer satisfaction ratings<\/strong><\/h4>\n\n\n\n<p><span style=\"font-weight: 400;\">Don\u2019t forget to take care of your online reviews. As mentioned earlier, they matter big time to your online reputation! So, don\u2019t only ask customers to publish their reviews online, make sure you also take care of negative reviews efficiently.&nbsp;<\/span><\/p>\n\n\n\n<p><b>Did you know that 72% of car buyers would drive 30-95 kilometers for a dealership with good reviews, and that all car buyers visit 4.2 websites during the customer journey (4, 5)?<\/b><span style=\"font-weight: 400;\">&nbsp;&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">So, do you have enough online reviews and user-generated content on your website to rank high enough to be in the 4.2 websites potential customers visit?<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">And then, do you have enough good reviews to convince them to drive to your dealership?<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Your online reputation and your customer satisfaction automotive scores matter more with every passing year. Make sure to prioritise them now rather than later.&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Sources:<\/span><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">ACSI Press Release Automobiles in 2018<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">V12. Automotive Marketing: An Overview of Current Marketing Trends, Statistics, and Strategies<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Think with Google: The Car Buying Process: One Consumer\u2019s 900+ Digital Interactions<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">V12 data. 54% of Consumers Would Buy from Dealerships Who Provide Better Experiences Compared to Lower Prices<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Cox Automotive Research and Market Intelligence: 2020 Cox Automotive Car Buyer Journey<\/span><\/li>\n<\/ol>\n\n\n\n\n\n<p><script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/v2.js\"><\/script><br><script><br \/>\n  hbspt.forms.create({<br \/>\n        region: \"na1\",<br \/>\n        portalId: \"2001288\",<br \/>\n        formId: \"bdbe298b-bab3-48d8-8400-ae6e80518a7d\"<br \/>\n});<br 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