EasyCare Voice of
the Consumer:
January 2011
Service: 58
Sales: 75.5
Score
Meaning
80-100 Truly loyal and
looking forward to
coming in
65-80
Coming back to the
dealership, and
sharing their great
experience with
others
50-64
“Satisfied” – not
unhappy, but not
referring friends,
either
30-49
DealershipNegative
0-29
Seriously Unhappy
The Voice of the Consumer is an
across-the-industry indicator of
customer sentiment towards
their dealers.
JANUARY IN A WORD: PRICING
When all things are basically even between your
dealership and your competition’s service
department, pricing could be the deciding factor of
where your customer places their business long-term.
This is even more applicable in today’s economy,
when families are stretching every penny further. If
you can match or beat your competition’s price, your
customer will be pleased that you went above and
beyond for them and will choose to return to your
dealership every time.
Three Opportunities to turn a
SATISFIED Consumer into a LOYAL
Consumer this Month with PRICING
Match a competitor’s pricing: If possible, match
another provider’s price on parts or service if it’s lower
than yours. Customers will appreciate any break you
give them and will return to your dealership.
Deliver fully on additional paid services: Several
customers mentioned this month that they had not
gotten their money’s worth on packages they had
purchased such as car wash, vacuuming and cleaning.
Make sure you deliver exceptional service to your
customers but especially if they’re paying additional
money for that service.
Don’t correct or criticize employees in front of
customers: Most people do not like witnessing conflict
and especially in a place that it doesn’t belong - your
dealership. Keep employee correction behind closed
doors and never in front of customers.
EasyCare surveys over 20,000 franchise dealer customers every month immediately following their sales and service visits, via the EasyCare
Special Owner Services (SOS)program. Customers are contacted via email and/or automated phone calls, and are given the opportunity to rate
the dealerships on sales and service satisfaction. They are also able to add additional thoughts in their own, unedited, words, either written
(email) or verbally (phone prompts). It is by studying these verbatim responses each month that we get our richest peek into the "mind of the
consumer.”
Check the Voice of the Consumer report every month for a topline of what we're hearing, and for three simple ways to use what we've learned
to turn your customers into "raving fans.“
Individual dealership Voice of the Consumer reports are provided at no charge (upon request) to all EasyCare Special Owner Services (SOS)
dealerships. To request your report, please contact Terry McSpadden at 866-921-4761, or tmcspadden@easycare.com
Three Opportunities to turn a SATISFIED Consumer
into a LOYAL Consumer this Month with PRICING*
Match a competitor’s pricing: If possible, match another provider’s price or parts or service if it’s
lower than yours. Customers will appreciate any break you give them and will return to your
dealership.
DO
“I was very happy that you agreed to match a competitors price. I will come back to the dealership as
long as you all continue to do that.”
DON’T
“I would definitely come here more often if you would honor competitors pricing. Money is tight all
around right now and unfortunately you charge about $10 more than other places so I have to go
where the savings are.”
Deliver fully on additional paid services: Several customers mentioned this month that they had not
gotten their money’s worth on packages they had purchased such as car wash, vacuuming and
cleaning. Make sure you deliver exceptional service to your customers but especially if they’re paying
additional money for that service.
DO
“We purchased a service coupon book for my sons car and it has been such a good purchase. I feel like
we've definitely gotten our monies worth and were given good advice from your dealership to
purchase the coupon book.”
DON’T
“I am not sure what the purpose of the ‘auto butler’ service really is? I know they put it in some
"special" car wash, but I thought the inside was suppose to be cleaned, along with windows? It is never
done. I honestly wish I did not purchase this package, because I always have to involve others to help
me with my car. Is there any way to stop the service and get my remaining money back?”
Don’t correct or criticize employees in front of customers: Most people do not like witnessing
conflict and especially in a place that it doesn’t belong - your dealership. Keep employee correction
behind closed doors and never in front of customers.
DO
“Employee's mind-set is determined by how they are treated by management. I can easily tell any
business or organization that is managed by jerks, it is easily seen by the behavior of employees
towards one another but especially towards customers. I, with limited data obviously, do perceive
that <dealer name omitted> treats their employees better than many dealerships of all brands that I
have dealt with over my 70 years.”
DON’T
“Another employee, started yelling at the manager and criticizing him in front of me. It went on and
on while I just stood there and waited. She should not have done that! Corrections should NEVER be
done in front of customers.”
*All customer comments are verbatim.