Enhancing Customer Experience in Car Dealerships

By: Anas Assaf

February 20,2018

4 min read

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Introduction

Jorge Bialade YallaMotor

In a world where digital and automated competition has intensified, the number of buyers visiting car dealerships has decreased. As a result, car manufacturers often overlook providing a satisfactory experience for buyers. Here are some tips to help address this issue if you work in automotive sales.

My Personal Experience

In a previous article, I discussed whether we are truly connected with online sellers and shared insights from a study Google conducted in our region. I also briefly mentioned my visits to various dealerships across the Arab region. Let me elaborate on my experience.

Firstly, I want to emphasize that what I present is based solely on personal experience; therefore, there won't be any data to support my findings. This article reflects 100% my personal opinion and how I felt after visiting numerous car dealerships. I genuinely believe that anyone reading this will understand that grasping the bigger picture is more important than delving into specific cases or names.

Visits to Dealerships

Over the past six months, I visited between 140 and 160 car dealerships, a mix of used and new cars, across the Gulf region and Egypt. Since you are reading this article, I want to highlight that YallaMotor is the largest online automotive marketplace in the region. Developing relationships beyond the confines of a computer screen will not get us far; thus, I sought to meet people who can help us grow in this business, which is key to staying ahead in this sector.

Results of the Visits

You might think my visits were solely for conducting interviews with dealership owners and that I wasn't treated as a potential buyer. However, I have some insights to share:

When someone enters a dealership, the sales representative or receptionist often doesn’t know if the visitor is there for a meeting or to purchase a car.
On many occasions, I entered the dealership as any other customer, having not scheduled an appointment for a private meeting, thus continuing to act like a regular customer.
I was keen to understand how the 1.4 million monthly visitors to our website interact with their visits to actual dealerships after exploring our online platform. Ultimately, every customer inquires about results, and my role is to provide better outcomes daily while understanding how our customers deliver results to users.

Customer Perspective

From my perspective, I also need to understand the customer's viewpoint to:

Enhance communication: Related to the experiences of searching for and buying cars.
Meet user expectations: Because we are here to assist users in making effective decisions when purchasing a vehicle.

Areas for Improvement in Car Dealerships

I hope what I express next is taken as constructive feedback so we can ultimately discuss how to enhance the car purchasing process. Below are my opinions on aspects that should not be encountered by anyone when entering a car dealership. If you are a dealership owner, pay attention to the following, as these factors may deter customers from your dealership.

Lack of Attention

Lack of Attention: I’ve experienced this in several dealerships. Upon entering, I felt as though I had stepped into a museum with no assistance or guide available to inform me about the displayed cars. I examined vehicles one by one, opened their doors, sat inside, and even attempted to engage with staff through eye contact, but no one offered a simple, “Just a moment, we will be with you shortly.”

Phone Distractions

Phone Distractions: Continuing from the previous point, many sales personnel are preoccupied with their mobile phones. While you might be busy closing a deal over the phone or chatting about selling a car on WhatsApp, it shouldn’t always be the case. If faced with this situation, you should prioritize the individuals who have taken the time to leave their homes or workplaces to visit your dealership.

Informed Buyers

Informed Buyers: Online platforms have empowered buyers with the tools and information needed during their car search. This means that by the time a buyer enters the actual dealership, they have already gathered substantial information about the car they wish to purchase.

No Test Drive Availability

No Test Drive Availability: I left this point for last because it surprised me greatly. I encountered this issue not once but four times across four different brands.