New Automotive Customer Experience Research Insights
Louisville, Colo. — Recent research has unveiled crucial findings related to consumer behavior, feedback channels, and brand loyalty within the automotive sector.
“Understanding where customers seek information and how they provide feedback can reveal insights beyond straightforward satisfaction scores,” said Brian Henley, Vice President of Research Solutions at Alchemer. “Businesses that grasp these nuances can forge better service, trust, and loyalty.”
Numbers at a Glance
Key Findings
- Mobile vs. Email Feedback:
- 62.2% of feedback comes from email surveys.
- 74.1% of mobile app feedback receives acknowledgment, compared to 57.6% for email.
- 36.4% of mobile app users see tangible changes after feedback, versus 14.2% for email.
- Only 4.2% of mobile app responses report no action taken after feedback, compared to 24.1% for email.
Customer Discovery
- Influence of Online Reviews:
- Over 67% of customers read online reviews before selecting a dealership.
- 76.9% of these customers say reviews influence their choices.
- Google is the leading source for reviews across all age groups.
- Facebook is more influential than Yelp, especially among customers under 45.
Generational Feedback Trends
- Trust vs. Satisfaction:
- 88% of customers rate their automotive experience positively.
- 93% express intention to return, but only 37% trust dealerships “a great deal.”
- 60.6% report that their expectations have risen over the last two years.
The Feedback Gap: Gender Disparities
- Women vs. Men in Feedback:
- 27% of women have never been asked for feedback vs. 18% of men.
- 54% of women answered feedback requests compared to nearly 64% of men.
- 22.2% of women report no action taken after feedback, versus 16.2% of men.
- 10.1% of women receive no acknowledgment after giving feedback, compared to 6.5% of men.
These insights emphasize the importance of understanding customer feedback dynamics and gender disparities to improve automotive service and customer relationships.
