Human factor key to sales experience

New research has found that people over processes matter more to car buyers.

Auto Express’s latest Driver Power ownership satisfaction survey said that while dealers focus heavily on processes, high quality premises and constructing attractive deals, potential buyers favour friendliness, expertise and honesty of sales staff as more important.

Auto Express editor in chief Steve Fowler said: “The old adage that people buy from people is proven again by our findings of the importance customers place on sales staff that they like and trust. This latest Driver Power deep dive suggests that there are no bad brands, with very little separating the quality assessments by customers across a wide range of factors.

“But the close relationship between assessments of sales staff and eventual brand rankings suggests that it is people, rather than processes or even price, that remain the superpower for the most successful franchise dealers.”

Measuring customer experiences of everything from showroom facilities, through deal-making and handover processes to servicing and complaints handling, Driver Power revealed that while standards are high across the board with retailers, the standout factor in customer experience is the quality of sales staff.