Today’s women car buyers wield $300 billion in spending power on their cars.  Their car buying behaviors are evolving dramatically, causing car dealers to seriously consider how they communicate with them.  To understand, engage and, ultimately, capture this market, dealers first have to look at the key indicators of a woman car buyer’s mindset, behaviors and buying patterns.  Otherwise, actions taken to attract them will not be optimized.

Key Indicators

 #1:  The Woman Car Buyer’s Identity & Staying Power

Women are the fastest growing segment of car buyers.  They account for over an estimated 50% of new car purchases and influence 80% of them.  They are more confident, more educated and better prepared to make a car buying or car servicing decision than ever before.  Career and motherhood are but two of the powerful additives to a woman’s identity today.  Both roles have given them a high level of self-confidence, despite the incredible amount of time, pressure and responsibility they have taken on.

So, what are we saying?  Make every effort to recognize and acknowledge the full identity of the women car buyers you are trying to attract.  These women are career professionals, business executives, stay-at-home moms, wives, lovers, single parents and caregivers.  Know who they are before you try to sell them something. There’s only one way to find out…ask, ask, ask!

#2:  The Woman Car Buyer’s Tech Savvy State of Mind

Women are leading the way being sophisticated users of new technology solutions.  She is internet savvy, having mastered the art of social networking.  Not only does she shop for cars online, she shares her experiences at the dealership with her peers and other women car buyers through social media websites, especially Facebook, as well as review and rating sites.  Her most prized possession is her smart phone and, with mobile usage now mainstream for her, she expects her favorite brands, including her car dealership, to be a tap away.

So, what are we saying?   Develop an online and mobile presence and marketing strategy aimed at attracting this buyer.  Create special offers online that will bring her into the dealership.  If it’s already there, amp up the amount budgeted for electronic marketing initiatives.  Offer women car buyers a seamless and problem-free purchasing and servicing experience.

#3:  Images Speak Louder Than Words

Women car buyers are using images more than the written or spoken word to get information on the products, services and brands they buy.  Provide visual content that captures her eye, lets her interact with it visually and you have yourself a prospective customer.

So, what are we saying?  Create a video capturing the relaxed and friendly atmosphere in your newly re-designed showroom and service area.  Show women watching flat-screen TVs and working on their laptop with coffee in hand and kids playing in the play area.  Don’t tell her about cars on the lot that are practical and economical.  Show her images of the latest models– how good they look, how comfortable and easy they are to drive, and their latest safety awards.

#4: A Woman Car Buyer’s Modern-Day Family

Families now come in more shapes and sizes than ever, with a growing population of single moms, working moms with stay-at-home dads, moms having babies later in life, same-gender parents, and multiple generations of moms under one roof.  Marriages rates are dropping still.  What’s on the rise, though, is single women heads of households and single parent households with children.

So, what are we saying?  If you want to capture this ever-growing market, you can’t assume that one size fits all.  Recognize the many faces of the modern-day American family and show you understand and appreciate the diversity among the women car-buying customers they are trying to engage. Hire sales ambassadors that relate and loo

#3:  Images Speak Louder Than Words

Women car buyers are using images more than the written or spoken word to get information on the products, services and brands they buy.  Provide visual content that captures her eye, lets her interact with it visually and you have yourself a prospective customer.

So, what are we saying?  Create a video capturing the relaxed and friendly atmosphere in your newly re-designed showroom and service area.  Show women watching flat-screen TVs and working on their laptop with coffee in hand and kids playing in the play area.  Don’t tell her about cars on the lot that are practical and economical.  Show her images of the latest models– how good they look, how comfortable and easy they are to drive, and their latest safety awards.

#4: A Woman Car Buyer’s Modern-Day Family

Families now come in more shapes and sizes than ever, with a growing population of single moms, working moms with stay-at-home dads, moms having babies later in life, same-gender parents, and multiple generations of moms under one roof.  Marriages rates are dropping still.  What’s on the rise, though, is single women heads of households and single parent households with children.

So, what are we saying?  If you want to capture this ever-growing market, you can’t assume that one size fits all.  Recognize the many faces of the modern-day American family and show you understand and appreciate the diversity among the women car-buying customers they are trying to engage. Hire sales ambassadors that relate and look like your customer.

Action Steps

#1:  Have Your Every Brand, Make & Model Tell a Story

Every make and model of car has a story to tell.  Take luxury cars, for example.  Women like luxury cars because they can afford them.  They are a statement as much as a means of transportation.  Women no longer let traditional roles of wife and mother defines their purchases.  As they graduate from baseball and ballerina mom, they are seizing their new-found freedom and buying sexy, indulgent “me-mobiles”.  For them, a luxury car is the physical manifestation of all that hard work they’ve put in at the office, the smart investment they’ve made, or the realization of a dream come true.

So, what are we saying?  Bring your marquis models to life with story-selling.  Listen to what is important to her about the vehicle – regardless of the brand. Pay attention to what is important to that and don’t just talk about those features, but rather share about the “what’s in it for her”, or, the benefit. Build a story around her car of choice and let her be inspired.

#2:   ‘Friend’ Women Car Buyers, But Be of Value

Women car buyers visit dealer websites on the recommendations of their peers.  With an interactive website and fabulous content, like money saving and timesaving tips, women see your dealership as supportive – as money and time are her two most precious commodities.  It’s all in the conversation and women communicate best in an honest and open dialogue.  They also like to share information with their peers and other women car buyers about your salespeople, customer service, and the value you offer.

So, what are we saying?  Abandon the traditional role, and strive to support and educate women car buyers instead.  Engage them in conversation and talk openly and candidly with them.  Provide value added content; tips and advice they actively seek at both pre- and post-purchase. Make sure your social community knows what your dealership stands for and is committed to.  Create an online community of like-minded people through social networking, one that will resonate with women - and, ultimately drives sales.

#3:  Make Every Woman Car Buyer’s Voice Be Heard

Women have shared stories for years about the car dealerships they frequent and the service they received.  It used to be called ‘word of mouth’. A woman car buyer wants to talk to dealers directly and have them hear her.   She wants a salesperson who will listen and ‘get’ her.  The way a salesperson interacts with her determines, to a very high degree, whether she buys from them and remains loyal to them once the purchase is complete.

So, what are we saying?   Don’t try so hard to sell your dealership and everything it has to offer.  It’s not about the dealership.  It’s about the individual salesperson or service manager. Each interaction is unique. Listen closely to what she has to say and make every effort to understand her and her specific wants and needs.  Work to provide it for her and reinforce her trust in you and in your dealership. And, ask her for reviews of your dealership. Let her know what a difference she makes to your business.

Dwell and role play in these various actions to better understand how you can maximize your business.

Did you ever wish you could read a woman’s mind to know exactly what car and price range she is interested in when she enters your dealership? Wouldn’t that make the selling process easier? Recent industry numbers highlight the power of women buyers and demonstrate what value they have to your dealership’s bottom line.

Let’s take a look at six characteristics that will assist you and your staff relate and understand your female buyer better.

1. Browsing – The Silent Statistic

The browsing experience at the dealership is one of the top indicators whether a woman will actually buy from you. If a woman comes into a dealership and has a good exchange, feels respected and listened to - even if she is not ready to buy, there is a very high probability she will return. However, if she comes into a dealership and does not have a good experience, she will definitely not return. You may “know” this, but do you know the quantitative revenue impact of lost sales due to a negative browsing experience in your store?

It remains absolutely critical for your staff to treat each prospective customer with the utmost respect. Answer all questions and listen for concerns – including what she is not saying. No arrogance or strong handing is required – this type of behavior by a sales advisor results in a defensive customer one hundred percent of the time. Treat her like your mother – really. Talk less and listen more is the rule of thumb.

2. A New “Face” in the Audience

With marriage being postponed until later, coinciding with marriage rates dropping in the US, the new face of a CPO buyer also includes single women or single parent households with children. According to the U.S. Bureau of Labor Statistics, 29.5% of all households are run by single parents. Most single women and single parents are on a fixed income and the only breadwinner in their household, making many a perfect candidate to buy CPO.

3. The Ideal Car Features for Women

When female CPO shoppers come into a dealership, they are usually looking to buy. They want:

• A car that is easy to drive and one that looks good
• A car that is economical and fuel efficient
• Style and comfort
• A car that is practical and functional
• A good, hearty reliable vehicle

4. Value Women’s Time

These CPO shoppers are busy women who guard their time closely. If they find themselves in a car dealership, they are a serious buyer, not someone shopping for fun. Be sure to take their buying process seriously.

Unlike her ‘traditional’ male counterpart, rarely do women revel in the gamesmanship of buying a car. The days of being “held hostage” at the dealership for hours, simply won’t fly anymore. We believe that dealerships that employ a “Buy a Car in 90 minutes” promise will see an increase of women and men customers visiting their store.

5. Women Wants and Demand Trust from Sales Advisors

When a woman shopper enters a dealership, she already realizes she has lots of other options available to her; but there she is in your store. What is essential from the get-go is having trust in her dealer. And, trust and being trustworthy all starts with the sales advisor. Sales advisors have all the power – and, all the ability to muff it.

Women-Drivers.com reviewers listed these top four qualities they look for in a salesperson:

• Trustworthy ~ 47.31%
• Respectful ~ 35.82%
• Knowledgeable ~ 30.00%
• Likeable ~ 27.16%

6. Time & Research – A Female CPO Shopper’s Greatest Assets

Women are information-seekers. They love shopping for cars on the Internet and they do a lot of research online. When they print out information from the Internet and are armed with quotes and information gained online, they are more confident in their car buying decisions.

The effect that the Internet has had on their interactions with car dealers doesn’t stop when she buys a car. Most women will write a review about their experience – your dealership may need to incent them by offering a coupon on future service work. It’s a win-win for your dealership. In order to get the coupon, a review must be written; the coupon or discount on future work ensures to a higher degree she will bring her vehicle to your service lane. Brand reputation sites and reviews play a big part in your dealership marketing to future CPO prospects. Be sure to have the sales and service team actively ask for reviews

A new report released by Maritz Research recently claims that four in 10 customers are not even test driving their cars before purchasing. This is an astounding number of consumers, even if half of them didn’t tell the truth.

This phenomenon of customers bypassing the test drive can actually cause a backlash of issues for dealerships. How so?

Let’s start with design trends for vehicles in the 2013 or 2012 class.

On many models, back windows have a much shorter rise, and front headrests and side mirrors are larger. The Women-Drivers.com team test drives cars 40 weeks out of the year for our HER & HIS Car Review section, and these three vehicle features can negatively impact visibility and contribute to blind spot hazards for today’s drivers.

Both complaints are valid, but not solid reasons to return a car, since these customers willingly said “I’ll take it,” got their financing order, and drove off into the proverbial sunset. Furthermore, both also said that they experienced no pressure from dealership personnel to buy.

These customers – one in St. Louis and the other in Pittsburgh – contacted their respective dealers, and, in both cases, the GM’s were sympathetic and willing to get them into another, same-priced vehicle. However, neither were satisfied and both:

1) Wrote highly negative reviews about the dealership on multiple dealer rating sites;
2) Gave highly negative CSI scores about their experience there; and
3) Are pursuing legal action against these two businesses.

Do we buy a house without walking through it and having it appraised or inspected? Of course not.

My suggestion is to have an unwritten policy with your sales team about the importance of test drives. While it may be fun and expedient to move quickly to a sale, these no-test-drive customers can hurt your dealership in the long run. While it’s not practical to turn away business, when a customer insists on buying a model without previously driving it (with you or elsewhere), or after driving it for only 10 minutes, note this on the paperwork so that you have something to reference should that customer return.

Encouraging substantive test drives into your sales process is best. “At Day Chevrolet we insist that they take as many test drives with as many vehicles as they like while at the dealership. It is imperative that they feel free to test drive various makes and models so that they can be completely satisfied with their ultimate purchase,” says Vic Olive, General Manager at Day Chevrolet in Pittsburgh.

Ford and Lexus are taking a similar approach to helping buyers get to know their vehicles.

The instant gratification of a quick sale may not feel so gratifying a week or two after the transaction when the (online) complaints commence.

Women are the fastest growing segment of car buyers at car dealerships, spending billions of dollars annually on new and used cars, as well as car service and maintenance.

They’re more confident, educated and prepared to make smart car decisions than ever before, and thanks to dealer rating websites like Women-Drivers.com, Facebook, Twitter and other online outlets, women are also voicing their opinions on those decisions in greater numbers.

Car dealerships have to treat women respectfully or they risk sending customers to their nearest competitor: another dealership, or an independent specialty or “big box” auto repair store.

The car dealer review site is a marketplace connecting women to dealerships that already promote trust and transparency, as demonstrated through their Women Satisfaction Index scores.

Our service reviews underscore the bottom line for women — when they are treated respectfully and have a good experience, they return to that dealership again and again.

This is no surprise to dealerships, as customer retention is critical to their business. Vehicle owners visit a dealership’s service lane two to three times a year. The more a customer comes back, the higher the likelihood they will not only return for service in the future, but will also purchase their next car there.

Five variables are utilized, in part or in whole, by forward‐thinking dealerships with extraordinarily high loyalty and retention rates with women consumers. They are:

1. More Women in the Workplace

There are over 18 percent of women working at car dealerships and many are in the position of service adviser, the first line of contact with the dealership’s customers. These dealerships realize that seeing a knowledgeable woman behind the service counter makes female customers more comfortable to ask questions concerning repairs.

2. Using Technology to Communicate Repair Needs

Most dealers continue to focus on “verbal selling” instead of "visual selling." Women, many of whom are skeptical of “up sells at the dealership” decline the additional or unforeseen recommendation over 40 percent of the time. Why? Customers want proof to ensure that the repair is warranted — and, when they cannot see the problem many opt out, and may even feel suspicious about it.

Companies like ClearMechanic.com develop technology for automotive dealerships including mobile apps, expert illustration content and web‐based tools to “visually explain” repairs with real‐time photos and videos.

Customers and dealerships alike see this as win‐win. Dealerships that use this “proof‐based” technology have a 20 to 40 percent increase in success on additional service recommendations while their customer retention rates and CSI scores improve.

3. Go Beyond TV

Make the service waiting area into places where women are comfortable spending time, especially mothers with children. A relaxed and friendly atmosphere with comfortable seating, WiFi connectivity and flat‐screen TVs are a start.

The warmth of the waiting area, the types of magazines provided and the wall colors also enhance the space. Provide hot and cool beverages and a children’s designated play center.

Allow for free transportation services so women can run errands while waiting for their car to be finished. When possible, allow for courtesy overnight vehicles – this concierge service is employed by luxury brands and can have a real impact on women using a dealership, so trickle‐down brands and dealerships take note.

4. Expand Hours

According to the National Automobile Dealers Association, the average service department is open 56 hours a week compared to an 80 hour average for a specialty car repair chain store. With 40 percent of children today being born to unwed mothers and 29.5 percent of households run by single parents, dealerships that expand their hours are expanding their customer base.*

5. The Golden Rule

Put a highly trained listener into the position of Service Adviser – the professional who can hear not only what women are actually saying, but also be interested in what they aren’t saying. Abandon the role as the know‐it‐all automotive expert and strive to support and educate women throughout the entire sales process. Treat women with respect and treat them as the savvy consumers they are.

Without question, customer service and customer satisfaction are being re‐defined by women car buyers and dealerships alike. Women value relationships and trust car dealers who focus on building a long‐term relationship, not just making a sale.

Every dealership should strive to be identified as a dealership that women trust, since providing superior service to its women customers means that same level of service to all of customers.

*SOURCE: http://www.census.gov/compendia/statab/2012/tables/12s1337.pdf.

Ironic? Women Now Accelerate Customer Service at Car Dealerships

Mercedes-Benz, Honda, BMW Score Lead National Survey ; Plus 5 Trends for Top-Notch Service

Women are the fastest growing segment of car buyers at car dealerships, spending billions of dollars annually on new and used cars, as well as car service and maintenance. They’re more confident, educated, and prepared to make smart car decisions than ever before, and thanks to dealer rating websites like Women-Drivers.com, Facebook, Twitter and other online outlets, women are also voicing their opinions on those decisions in greater numbers.

They are finally catching the attention of car dealers, for good reason. Recent findings by the Automotive Aftermarket Industry Association show 9 out of 10 women are involved in their household's vehicle maintenance and repair decision-making process. Industry experts say that 65-70% of the customers taking cars in for service and repair are women. The landscape of the traditional male-oriented and male-dominated dealership is changing.

“Car dealerships have to treat women respectfully or they risk sending customers to their nearest competitor – another dealership, or an independent specialty or ‘big box’ auto repair store,” says Anne Fleming, President of Women-Drivers.com. The car dealer review site is a marketplace connecting women to dealerships that already promote trust and transparency, as demonstrated through their Women Satisfaction Index® (WSI) scores. “Our service reviews underscore the bottom line for women – when they are treated respectfully and have a good experience, they return to that dealership again and again.”

This is no surprise to dealerships, as customer retention is critical to their business. Vehicle owners visit a dealership’s service lane two to three times a year. The more a customer comes back the higher the likelihood they will not only return for service in the future, but will also purchase their next car there.

Women-Drivers.com’s Top 10 Dealer Brands for Women’s Experience with Service & Maintenance
Women-Drivers.com’s mid-year WSI® Service scores, indicated by nearly 1,400 reviews (in which 5 is the highest possible rating) showcase the top women-friendly brands – Mercedes-Benz (4.70), Honda (4.64), BMW (4.60), Acura (4.43), Lexus (4.42), Buick and GMC (4.25), Jeep (4.22), Toyota (4.17) and Chrysler (4.09). Paying close attention to their customer satisfaction performance is paying off. The midyear report showed:

• 73% of women said they will service their car at the dealership in the future
• 53% said they have their car service work completed at the same dealership where they purchased their car
• 66% of the women received follow-up communication from the dealership after the work was completed

“Women recognize that Mercedes-Benz is the leader in the luxury car business … At Jack Ingram Motors we take pride in establishing relationships with our customers, which is why customer service is our number one priority, and we know that women pay close attention to the level of service they receive from their Mercedes dealership. We are also proud to say that both our parts and service managers are women,” says Dick Bennett, Mercedes-Benz General Manager at Jack Ingram Motors, Inc. in Montgomery, Alabama.

All top 10 car brands earned high scores from women respondents asked to rate their experience on nine service issues, including everything from the ease of scheduling a visit and the cleanliness of the car after servicing, to how closely estimates matched the charged total, the quality of the work, and whether they were treated with respect.

Room to Improve – Negative Data Trends
Many brands remain below the top 10 with lots of room yet to improve regarding customer service and satisfaction. Women-Drivers.com’s research across all brands reflects forthcoming feedback from women on their dealership service department experiences. Highlights include:

• 41% were dissatisfied with their last experience
• 34% didn’t like the way the service advisor spoke to them or the way they were treated
• 33% said that their problem wasn’t resolved to their satisfaction
• 23% thought the dealership was lacking in concierge services
• 22% said the dealerships hours weren’t convenient

For those that said they would no longer use their originating service department:

• 69% said they would have their car serviced at the dealership if they were provided with a courtesy vehicle
• 41% wanted the dealership to have more amenities like a child play area, Internet and wireless capability, or a television

5 Features of Top-Notch Customer Service

Five variables are utilized, in part or in whole, by forward-thinking dealerships with extraordinarily high loyalty and retention rates with women consumers. They are:

1. More Women in the Workplace: Over 18% of women working at car dealerships and many are in the position of service advisor, the first line of contact with the dealership’s customers. These dealerships realize that seeing a knowledgeable woman behind the service counter makes female customers more comfortable to ask questions concerning repairs.

2. Using Technology to Communicate Repair Needs: Most dealers continue to focus on “verbal selling” instead of "visual selling." Women, many of whom are skeptical of “up sells at the dealership” decline the additional or unforeseen recommendation over 40% of the time. Why? Customers want proof to ensure that the repair is warranted – and, when they cannot see the problem many opt out, and may even feel suspicious about it.

Companies like ClearMechanic.com develop technology for automotive dealerships including mobile apps, expert illustration content and web-based tools to “visually explain” repairs with real-time photos and videos. Customers and dealerships alike see this as win-win. Dealerships that use this “proof-based” technology have a 20-40% increase in success on additional service recommendations while their customer retention rates and CSI scores improve.

3. Go Beyond TV: Make the service waiting area into places where women are comfortable spending time, especially mothers with children. A relaxed and friendly atmosphere with comfortable seating, WiFi connectivity, and flat-screen TVs are a start. The warmth of the waiting area, the types of magazines provided and the wall colors also enhance the space. Provide hot and cool beverages and a children’s designated play center. Allow for free transportation services so women can run errands while waiting for their car to be finished. Where possible, allow for courtesy overnight vehicles – this concierge service is employed by luxury brands and can have a real impact on women using a dealership, so trickle-down brands and dealerships take note.

4. Expand Hours: According to the National Automobile Dealers Association, the average service department is open 56 hours a week compared to an 80 hour average for a specialty car repair chain store. With 40% of children today being born to unwed mothers and 29.5% of households run by single parents, dealerships that expand their hours are expanding their customer base.*

5. The Golden Rule: Put a highly trained listener into the position of Service Advisor – the professional who can hear not only what women are actually saying, but also be interested in what they aren’t saying. Abandon the role as the know-it-all automotive expert and strive to support and educate women throughout the entire sales process.Treat women with respect and treat them as the savvy consumers they are.

Without question, customer service and customer satisfaction are being re-defined by women car buyers and dealerships alike. Women value relationships and trust car dealers who focus on building a long-term relationship, not just making a sale. Every dealership should strive to be identified as a dealership that women trust, since providing superior service to its women customers means that same level of service to all of customers.

*http://www.census.gov/compendia/statab/2012/tables/12s1337.pdf

It’s not an accident that great sports teams are ‘great teams’. They are consistent in their play and standings year after year. Take for example, the New England Patriots, the New York Yankees, or even the Dallas Mavs.

It’s not an accident either that great companies are ‘great companies’. They too are consistent in their product and performance year after year. In this case, let’s look at Apple, PepsiCo, or Starbucks.

These companies, teams and brands are always looking for “what is missing”? They are not looking for “what is wrong”, but rather, what is missing that if it were there ‘it’ would make a qualified or quantified difference.

Incidentally, these leadership companies have leadership visionaries working there, who are constantly on the lookout for variables, technologies, processes and solutions what will make a difference in elevating customer value.

Late last week, Lexus announced it will be introducing two new posts at the dealership level. A Vehicle Delivery Specialist, or VDS, will be responsible for reviewing the features of the car with the new owner. The second key position is the Vehicle Technology Specialist, or VTS, who will be charged with articulating and showcasing the technologies of the vehicle to the rightful owner. The VTS will be available to answer questions and review in a hands-on manner how the latest technology works. For many Lexus customers, including women, the VTS will prove to be a problem-solver and a difference maker, improving customer’s use and understanding of the advanced technologies. Having test driven Lexus products with Enform – see HER & HIS Lexus ES 350 review - this new system, with an array of services, is extraordinary.

Bravo to Lexus for advocating and placing these change agents at the dealership level. Ford and other car companies have already taken notice, as the user advanced technology platforms in cars today really does require more than a ‘once over’ and a sales associate’s reference to the owner’s manual. Lexus customers will be on a first name basis with their VTS.

Lexus, a leader in customer engagement and satisfaction, has had top spots for years as measured by JD Powers and Associates. Lexus also is a top scorer with a growing segment of their buyers, specifically looking at satisfaction from women buyers.

Women-Drivers.com assists dealers in building trust and transparency with female customers by growing dealerships social communities and elevating conversion rates from women.. Women also rate their experience at dealerships in the United States and the company tracks these scores through the Women Satisfaction Index® or WSI metric. Lexus has received the third top billing two years in a row* with scores of 4.83/5.00 in 2011 and 4.37/5.00 in 2010. These results exemplify Lexus’ consistent high scores from women who were very satisfied with the engagement and treatment by the sales person, and their overall dealership experience.

Look for even better WSI scores from Lexus in 2012, and, from other brands that take a page out of the Lexus playbook!

*The company launched in 2009 and began tracking WSI score by brand the following year.

Who made the cut for the top car dealerships in the US? The female consumer has spoken and out of 1300 dealerships in the United States receiving reviews, the Top 10 Certified Women-Drivers Friendly™ Dealers are in. The Certificate acknowledges the positive, consistent and respectful experiences women had at these dealerships in 2011. Women-Drivers.com hereby awards the following dealerships Certified Women-Drivers Friendly Dealer of the Year.

Wright Nissan

Tom Hull, Wright Nissan GM, and Wright Nissan Sales Team

Sheboygan Auto

General Manager, Jared Romanowski and Sales Team

Rohrich Toyota

General Manager Mark Podrosky and Sue, Finance Manager

North Hills Toyota

Carlos Echevarria, GM North Hills Toyota, Anne Fleming, President of Women-Drivers.com

Monroeville Chrysler Jeep

Monroeville Chrysler Jeep Team

Jeff Mountain, Monroeville Chrysler Jeep Internet Manager, Vic Olive, Monroeville Chrysler Jeep GM

Kelly Mitsubishi

Tom Carey, General Manager, with Mitsubishi Sales Team

Day Ford

Anne Fleming, President Women-Drivers.com, Debbie Flaherty, Day Ford Owner, Peter Flaherty, Day Ford GM

Day Chevrolet

Dave Steward, Day Chevrolet GM, Anne Fleming, President Women-Drivers.com, Debbie Flaherty, Dave Chevrolet Owner

Baierl Chevrolet

General Sales Manager, Mike Paolucci

Haasz Auto Mall, Chrysler

Certified Women-Drivers Friendly™ Dealers are leading the trend towards higher consumer satisfaction via the rising purchasing power of women; these particular dealers are getting more sales, leads and referrals.

What Are the Criteria for Being a Certified Dealership?
A dealership must have a minimum of ten reviews to qualify. For each review written, a rating is posted with scores ranging from a 5.0 (Excellent) to a 1.0 (Marginal). Each review falls under one of three categories: Browsing, Purchasing or Servicing. A Certified Women-Drivers Friendly™ rating of 3.8 or higher indicates that a dealership has earned the trust and reputation of being service‐oriented towards women. To retain this status and receive its Benefits, dealers must get reviews continuously.

About Women-Drivers.com
Women-Drivers.com provides car dealers with distinct, web-based marketing solutions that build trust and transparency, resulting in greater sales and servicing from women. Women-Drivers connects women to Certified Women-Drivers Friendly™ Dealers and publishes a platform of services to qualifying dealerships to distinguish and market themselves. The innovative Facebook Integration of women+family content results in dealerships building larger social communities, longer time spent on the dealerships site, and more sales conversions. For more information contact info@women-drivers.com.

Women account for about two-thirds of all dealership service visits, and many of these women have spoken. Women-Drivers.com captures reviews about their dealership experiences – and the company has just announced the 2011 top car brands as rated by women.

On the site, dealerships’ scores range from 1.0 (the lowest rating) to 5.0 (the highest). Dealers with a Women Satisfaction Index or WSI® scores between 3.8 – 5.0 are recognized and marketed as Certified Women‐Drivers Friendly^TM.

The 15 Brands with the highest SERVICING WSI® scores at new car dealerships:

Mercedes- Benz dealers received the highest WSI® rating from women with a 4.71 WSI® score. The average for all brands was 4.04.

1. 1. Mercedes-Benz: 4.71
2. Acura: 4.67
3. Honda: 4.62
4. BMW: 4.57
5. Lexus: 4.42
6. Buick: 4.23
7. Toyota: 4.18
8. GMC: 4.16
9. Jeep: 4.12
10. Subaru: 4.03
11. Chrysler: 3.97
12. Dodge and Nissan: 3.93
13. Hyundai: 3.91
14. Volkswagen: 3.87
15. Chevrolet: 3.85

Trends

The 2011 WSI SERVICING score was higher than the last 2010 report, up from a 3.91 score for all brands. The two brands that had the biggest increase were Toyota up from 3.76, Chevrolet up from 3.58. The brands Jeep, Hyundai and Dodge have jumped considerably as they were not listed in the 2010 report. Chrysler is down from their 2010 score of 4.47.

Criteria

These top brand consistently scores well with women on:

• Ease of scheduling service appointment
• Receiving an estimate prior to work being completed
• Being kept informed of the progress or any changes – and the financial implications of those changes
• Being treated respectfully
• Work being completed to satisfaction
• Car being cleaned
• Plans to have service work done there in the future

Opportunities

“The average customer buys a new car every 40 months, according to NADA. However, during the same time duration, those customers make an estimated ten visits to a dealer's service lane. These interactions are crucial to a dealership for several reasons,” stated Anne Fleming, President and Car Buying Advocate. “There is a higher rate of net income that is derived from the service department, for starters, and – if a she has a good experience, there is a much higher probability she will be returning to this dealership to buy – especially if she is staying with that brand.”

“Brands that maintain very strong WSI SERVICING scores are continuously meeting women’s expectations,” maintains Fleming. “It's all about trust and treatment”.

WSI impacts CSI

The company notes a positive correlation between the WSI® and CSI. Higher ranking WSI scores at many dealers have impacted those same stores’ CSI scores.

Mercedes, Dodge, Lexus, Lincoln and Chrysler are Top Leaders with Women Buyers

Women-Drivers.com has released its 2011 report showing the top car brands as rated by women. Each year, Women-Drivers.com tracks thousands of consumer reviews with regards to women’s purchasing and browsing experiences at new car dealerships. These scores are compiled from reviews written in the 2011 calendar year.

On the site, dealerships’ scores range from 1.0 (the lowest rating) to 5.0 (the highest). Dealers with a Women Satisfaction Index or WSI® scores between 3.8 – 5.0 are recognized and marketed as Certified Women-Drivers Friendly™. Dealers use this reputation management service to distinguish and leverage their business. Reviews are optimized for search engines.

Women now account for over half of all car purchases; however, they influence and initiate up to 80% of them. One of the critical reasons the company captures ‘browsing’ is that on average women visit three (3) dealerships when in the market for a new vehicle; the higher a dealership’s browsing score is a key indicator that consumers were treated well and will return to this dealership to purchase.

“It is a pretty straightforward equation -- car manufacturers and dealerships that highly engage, respect and treat women well during the purchase process are placing themselves in an extraordinary position to get their future business. Clearly these dealerships are doing a great job with customer engagement at the point of sale,” said Anne Fleming, the company’s President.

The company notes a positive correlation between the WSI® and CSI. Higher ranking WSI scores at many dealers have impacted those same stores’ CSI scores.

The Top 15 Brands for PURCHASING experiences at dealerships:

Mercedes dealers received the highest WSI® ranking among women buyers with an almost perfect 4.89 score in the purchasing category. The average WSI® score for all brands was 4.36. These top brands ranked consistently high with women customers who were very satisfied with the engagement and treatment by the sales person, their overall dealership experience, as well as the financing process.

1. Mercedes: 4.89
2. Dodge: 4.86
3. Lexus: 4.83
4. Lincoln: 4.73
5. Chrysler: 4.63
6. Jeep: 4.61
7. Buick: 4.45
8. Chevrolet: 4.42
9. Cadillac: 4.39 and Toyota: 4.39
10. Mazda: 4.36
11. Acura: 4.32
12. Honda: 4.29
13. Nissan: 4.27
14. Ford: 4.26
15. BMW and Hyundai: 4.24

The Top 15 Brands for BROWSING experiences at dealerships:

Mercedes dealers scored the highest WSI® ranking pulling in a 4.59 score from browsers -- women customers who went to a dealership but did not purchase that day. The average WSI score for all brands in this category was 3.87. These top brands ranked consistently high with women customers who were very satisfied with the engagement and treatment by the sales person and their overall dealership experience. The higher a dealership’s browsing score, the higher the probability that women will return there to purchase.

1. Mercedes: 4.59
2. Jeep: 4.36
3. Mazda: 4.34
4. Lexus: 4.17
5. Chrysler: 4.02
6. GMC: 3.99
7. Chevrolet: 3.92
8. Acura: 3.90
9. Dodge: 3.87
10. Honda: 3.81
11. Ford and Hyundai: 3.79
12. Volkswagen: 3.53
13. Nissan: 3.46
14. KIA: 3.42
15. Cadillac: 3.30

* Some brands are not represented in this report because they were no longer being marketed in 2011, or, due to lack of statistically significant data.

Jeffrey Mountain, Internet Manager from Monroeville Chrysler Jeep, in Monroeville, Pennsylvania, shares “Women-Drivers.com has enabled us to not only build our business through testimonials, but also to educate us and our staff. They offer unbiased reviews backed by an accredited site –and, they provide facts that are helpful for everyone including the dealership and most importantly our sales professionals.”

Women-Drivers.com announced new features to its no-cost brand reputation management tools available to car dealerships. The site connects women buyers and browsers with Certified Women-Drivers Friendly™ Dealers, and allows users to locate these dealers quickly by searching zip code, brand and mileage radius. To do so, the site has been redesigned with more attractive colors and easier navigation tools for consumers.

“Women-Drivers.com provides women a broader choice about where to buy and service their vehicles and connects them with Certified Women-Drivers Friendly™ Dealers in their respective cities”, said Anne Fleming, company president. “We have taken a pro-active step in upgrading our services to meet the demands of dealerships embracing the benefits of our dealer reputation site. The increasingly growing numbers of ‘certified’ dealers warranted expanding our offerings.”

Enhanced Tools for ‘Certified’ Dealers

Dealers have a number of tools now available. Positive reviews are automatically posted through an application into a dealership’s social channels, including Facebook and Twitter.

Dealers can now engage and interact with reviewers and acknowledge their comments turning reviews into the highest scoring ones. This allows all viewers to not only read the reviews but also the conversation thread between dealership and consumer.

When a dealership meets the criteria and becomes Certified Women-Drivers Friendly™ they are immediately notified and receive a toolkit with a ‘certified’ seal and can begin using it in their on- and off-line marketing and advertising initiatives. As importantly, these dealers are provided search engine optimized techniques which typically result in page one placement for local search engines, as well appear first in the site’s database.

Valued Analytics about Women’s Experiences

Participating dealers can subscribe to receive their exclusive Women's Satisfaction Index® (WSI) report and analytics from the reviews written by women about their experience at your dealership. Our multi-section report allows for a clear understanding into the behaviors and experiences of your customers in three categories – Buying, Servicing and Browsing, including WSI by salesperson. The monthly report provides a pathway to turn more browsers into buyers.

Jeffrey Mountain, Internet Manager of Monroeville Chrysler Jeep, an early adopter of the SEO and marketing tools available through the site states, “Women-Drivers.com has enabled us to not only build our business through testimonials but also to educate us and our staff. As one of the top rated dealerships in the country, these tools provide facts and real feedback that are helpful for not only for our entire dealership but most importantly the sales professionals.”