How Customer Experience Surveys Help Drive Dealer Success

Customer experience surveys consist of questionnaires designed to capture the customer perspective about dealerships, their vehicle inventory, services, etc. It is conducted by either OEMs or dealers, to understand what factors contribute to a great customer experience, and what factors do not.

Customer experience surveys gathers data at various touch-points.

• Immediately after sales
• After customer service
• Exiting a web page without purchasing
• After customer support calls

This data can help dealers improve customer experiences.

Here are more reasons why customer experience surveys are important for dealers.

1. To Clearly Understand Customers

One of the major benefits of conducting customer experience surveys is that they help you understand what your customers really feel and think about your dealership.

This can help you capture a clear picture of your customer perception.

2. For Estimating Customer Satisfaction & Loyalty

From customer experience surveys, you can learn the likes and dislikes of your customers. This also helps in pinpointing the weaknesses and issues that lead to customer dissatisfaction.

3. To Gather Insights for Making Decisions

The survey provides data about the customer’s needs and wants and helps your dealership make decisions relevant to customers, which may turn out to be a huge competitive differentiator for the dealership.

4. For Understanding Your Promoters or Detractors

If you integrate the Net Promoter Score with your customer experience surveys, then it becomes a powerful tool to identify and create numerous promoters and advocates for your dealership.

You can then design promotional plans engaging these promoters.

You can also learn who your detractors are and distract them from spreading negative word-of-mouth through bad reviews, low ratings, and more.

5. For Customer Retention

Customers who are happy with the dealer experience will return to you. Happy customers can be nurtured, and converted into loyal long-term customers, resulting in improved business and a lot of positive online reviews.

For more information on the importance of customer experience surveys in improving your business and driving more online reviews, Contact Us.