Used car buyers still value human touch
New research has revealed that although technology is prevalent, used car buyers go elsewhere if they can’t phone the dealership directly.
According to a survey carried out by the RAC Dealer Network and its aftersales partner Assurant, 47% of prospective car buyers say being unable to speak to someone “easily and readily” would put them off.
Other factors that turn away prospective customers include a low level of detail in the car description (44%), no formal accreditation for the dealer (44%), not being aware of the dealership (37%) and information on the dealer web site not being up to date (37%).
Also mentioned by respondents were a lack of detail in online images (36%), having no recent MOT or service (25%) and having no opportunity to purchase an extended warranty or other aftersales products (22%).
Meanwhile, 21% would be put off by not being able to have the car delivered.
Personal interaction
Lee Coomber, RAC client director at Assurant, said: “In an increasingly digital marketplace, it’s clear that personal interaction remains critical to the car-buying experience. Nearly half of respondents said that the ability to speak with a dealer is a factor in making a purchase, highlighting the enduring value of human connection in the car buying journey.
“While online tools are essential, our research confirms that buyers want to engage with retailers directly, whether to ask questions, build trust, or simply get a feel for the dealership.”
