DrivingSales Exclusive CX Research

Ron Henson
"The #1 thing that drives consumers to a specific dealership is family & friend influence." Thoughts?
Lauren Moses
Great question. I think it has something to do with it, especially if they know a specific name of someone to go talk to. But I don't know that it's the #1 thing. What good is influence is said dealership doesn't even carry the brand of vehicle the customer is looking at?
Jeff Revilla
On the flipside of that is one bad recommendation from a friend or family and your dealership is toast. That recommendation is hard and unforgiving. If this happens your dealership is not in consideration and has no chance of recovering.
Ron Henson
Hey Lauren, That stat is actually from the DrivingSales 16 month research project on customer experience. (CX) Of all the shoppers and buyers interviewed, friend and family recommendation was the #1 thing cited in both dealership choice and Brand choice. @Jeff, that is exactly right. It works both ways so you better assure that your customer experience is world class at your dealership!

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