While the experience of shopping for a new automobile can be an exciting one, it can also be frustrating. For that reason, auto dealers should be wary of shoppers' fickle attitudes and offer the best possible customer service - whether it means reseaching trends through mystery shopping programs or holding seminars on service standards.
But as strong as a dealer's services are, there will always be a few dissatisfied shoppers. The trick is minimizing those numbers so as to affect the best possible sales figures.
According to a report released this week by online auto resource AutoBuying101, 43 percent of consumers find auto shopping to be excessively complicated. The majority - 37 percent - claimed negotiating the price was the worst part of the car buying experience, followed by setting a budget (22 percent). On the contrary, 38 percent of consumers reported the best part of the experience was the feeling of driving away in their new vehicle.
"Generally, consumers like the physical and emotional aspects of buying a vehicle," said Steve Moretti, founder and executive editor of AutoBuying101.com, "but really don't like the researching and financial aspects of buying."
With that in mind, dealers should adopt services and offerings that focus on the positive aspects of buying a car while foregoing the nitty-gritty financial details.