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| Automotive Marketing Research | Driving Long-Term Dealer Profitability
Driving Long-Term Dealer Profitability
Purchase and Delivery Satisfaction Improvement Among Pre-Owned Vehicle Customers
Who’s ensuring that your pre-owned vehicle customers are as satisfied as those buying a new vehicle? Are you missing an opportunity to make sure that
your pre-owned vehicle customers are loyal customers too?
In the new vehicle market, information is available to help ensure high levels of customer satisfaction and loyalty. These are primarily manufacturer-sponsored
customer survey programs in which dealer partners are compelled to participate. The best of these programs provide valuable information that dealers may use to
train, evaluate, inspire, and compensate their sales staff and store management.
Sophisticated online information systems have been developed to keep the manufacturer and dealers current on new customer satisfaction levels and include comparisons
and diagnostic measures to spot and correct sales purchase and delivery satisfaction problems quickly.
Typically, these programs ignore the pre-owned vehicle buyer. In most cases we find that there is a dearth of information on the sales experience of pre-owned
vehicle buyers at the store level. This situation exists at a time when this information is needed as never before, since pre-owned vehicle sales have become much more
important to dealership profitability than in the past. We believe the experiences of the pre-owned vehicle customer constitute an untapped opportunity for dealers
to optimize their sales efforts in this market and will, in turn, lead to better long-term profitability for the dealers that utilize this tool.
Purchase and Delivery Satisfaction Program for Pre-Owned Vehicle Customers
Decision Analyst designs and conducts customer surveys for individual dealer franchises, providing valuable information on pre-owned vehicle buyers and typically
covering topics that include the following:
- Initial greeting
- Availability of desired vehicle
- Helpfulness of sales staff
- Helpfulness of financial staff
- Product knowledge of sales staff
- Usefulness of financial options presented
- Offer of demonstration drive
- Explanation of vehicle features upon delivery
- Courtesy of overall dealer staff
- Preparation of the vehicle for delivery
- Attractiveness of facilities
- Overall satisfaction
Dealers simply provide a file (weekly or monthly) of buyer names and contact information. Decision Analyst conducts the surveys and provides online reporting
of survey results and analytical consulting support. The surveys may be conducted in any of a number of ways or in combination. For example, surveys could be sent
out by mail with URL's provided so that customers may choose to complete the survey by mail or online.
In addition to our extensive online data-collection capabilities, we also collect customer satisfaction data via:
- Interactive Voice Response (IVR)
Online Research Reporting Platform
Decision Analyst has a comprehensive, server-based system that manages survey reports. An integrated component of the Decision Analyst business intelligence
framework, Logician® Online Reporting, combines data management capabilities to deliver real-time information. Logician® Online Reporting might include:
- Topline results
- Topline results with filtering options
- Drill-down capability
- Client-initiated cross-tabs
- Client-initiated statistics
- Export options (Excel, PDF)
- Customized reports on any/all information existing in the database, including client-provided data.
Advanced Analytics and Predictive Analytics
These internal Decision Analyst departments provide advanced statistical and numerical analysis for the CSM practice area. Model construction, segmentation,
customer valuation algorithms, and a wide range of other applications are applied using SAS, SPSS, and R-language statistical models.
The analysis of customer satisfaction data is more than looking at numbers; it’s looking at data in sophisticated ways to glean added value from it,
such as key drivers of purchase satisfaction that may be utilized in training, evaluation, and compensation of your sales associates and managers.
Why Decision Analyst?
Decision Analyst is a leading marketing research and marketing consulting firm with over three decades of experience in automotive and customer satisfaction
research. We are uniquely qualified to develop, manage, administer, and analyze your Pre-Owned Vehicle Sales and Delivery Satisfaction program. Our expertise
in analytical research systems gives us the ability to go beyond the satisfaction data and see how customer satisfaction data fits into the bigger picture of customer
retention and loyalty.
Automotive Marketing Research
If you would like more information on Automotive Research, please contact Allan Vivian, Vice President and Director of Automotive Research
or Bonnie Kenoly, Executive Vice President (email@example.com)
or call 1-800-ANALYSIS (262-5974) or 1-817-640-6166.
Additional Resources from Decision Analyst:
Automotive Research Services
Case Histories in the Automotive Industry
White Papers in the Automotive Industry