Driving Satisfaction Starts with a Test Drive

Failure to offer test drives is having a negative impact on customer satisfaction, reports JudgeService.

Test drives are a major driver of customer satisfaction but only a third of car buyers are offered them, according to research by JudgeService.

Analysis of over 40,000 lost sales in the year to date has identified an average 63% uplift in net promoter scores achieved by dealers proactively offering test drives to customers.

However, the research found only 36% of prospective buyers were offered them, resulting in customers giving those dealers low satisfaction scores. Half of those who had to ask for a test drive became detractors.

“It’s an easy win to ensure that customers are routinely offered test drives; it’s a great way for salespeople to establish a rapport with customers and help them make informed decisions. Yet our research shows over a third of car buyers are still not being offered this opportunity,” said Neil Addley, managing director of JudgeService.

“As customers consider transitioning away from petrol and diesel, the opportunity to test drive an electric or hybrid car, often for the first time, becomes an even more important part of the car buying process. This highlights the need to have vigorous processes in place to ensure all customers are offered test drives,” he said.

The research also found first impressions made by dealers and their responsiveness to enquiries impacted net promoter scores.

Customers visiting showrooms gave high scores to dealers who welcomed them within the first few minutes, but these fell significantly for those not tended to within five minutes and plummeted for those who had to seek assistance.

JudgeService found 51% of customers were welcomed within a minute of arriving at a dealership and 30% within a “couple of minutes”. Only 4% needed to seek assistance.

Dealers following up enquiries were also rewarded with positive scores. Over half of customers (55%) said they received phone calls or emails after making an initial enquiry, making them more likely to recommend dealerships.

“The delivery of good customer service doesn’t need to be left to chance. Our research shows most dealers have systems in place to ensure customers are welcomed in a timely and friendly manner and enquiries are responded to by phone or email. These processes are appreciated by car buyers and can turn them into customers and advocates,” said Addley.

Further details and comments available from Neil Addley on 07795 665927 or neil@judgeservice.com.

About JudgeService

Launched in 2011 by Neil Addley, JudgeService is the UK’s only customer review platform developed exclusively for the car retailing sector. By ensuring all reviews are verified and genuine, JudgeService builds a solid foundation of trust and respect between customers and sellers enabling car retailers to actively manage their online reputations.

JudgeService shares granular insight reports with dealers to help them identify opportunities to improve customer satisfaction levels, with many achieving 100% recommendation scores.

Based in Harrogate, North Yorkshire, JudgeService has published over 1 million customer reviews and is used by over 1,000 franchised, independent and car supermarket sites across the UK.

Issued by Curtis Hutchinson Communications