Digital Communication Leads to Higher Satisfaction with New-Vehicle Sales Process
It’s no surprise that consumers prefer digital communication—especially text messages—built into their new-vehicle shopping and purchase experience, according to the latest J.D. Power U.S. Sales Satisfaction Index (SSI) Study.SM The 2018 study includes customer evaluations of 32 rank-eligible brands in two segments (14 luxury brands and 18 mass-market nameplates).
The 2018 study is based on responses from nearly 26,000 buyers who purchased or leased their new vehicle in April or May of this year and examines experiences of those consumers who shop at dealerships but purchase elsewhere.
Overall satisfaction with the new-car sales experience this year averages 823 (on a 1,000-point scale). Most significantly, sales satisfaction increases by 19 points to 839 points for customers who texted with their selling dealer vs. those consumers who did not (820).
Although auto dealerships are slowly moving toward more frequent digital communication during the sales process, Chris Sutton, vice president of the Automotive Retail Practice at J.D. Power, says, “As the consumer base includes more younger consumers, shoppers expect dealers to pick up the pace for incorporating texting and e-mailing into the day-to-day-sales process because this is how younger consumers engage.”