Improving SSI Begins on the Phones

Improving SSI Begins on the Phones

Attaining high sales satisfaction is all about what happens before the customer touches tile at the dealership, according to the J.D. Power 2017 U.S. Sales Satisfaction Index Study,SM released today.

We know customers are doing research online and on the phones before they ever come to the dealership; converting opportunities from the phone to showroom is critical to a dealership’s success in today’s car business. J.D. Power’s SSI Study shows this early, pre-purchase, interaction also has a tremendous effect on a customer’s purchase satisfaction.

“Dealers can’t control a customer’s pre-purchase activities, but they should be prepared to positively influence areas that will affect a customer’s likelihood to buy as well as their level of satisfaction. An example is to post photos of actual inventory to their website or engage with shoppers via text messaging or phone calls.” Chris Sutton, Vice President of the Automotive Retail Practice at J.D. Power

Improving Inbound Calls

This study shows, more than ever, that it’s critical to ensure salespeople and reps know what to say and why to say it on inbound calls. The inbound call is a big deficiency at many dealerships, yet the difference between making a deal and missing a deal is often knowing what to say. Teams need to know how to handle these communications in a way that makes sense and contributes to higher customer satisfaction.

It’s Not One and Done

The study found that following up after the purchase is also key to high sales satisfaction. Many buyers, 80% mass market and 87% luxury, were contacted by the dealership after their purchase. It’s the second follow-up call that improves satisfaction, though, by as much as 100 points. Only 32% of mass market buyers and 51% luxury buyers received a second follow-up explanation of vehicle features.

Ensuring your CRM has a second follow up call task for salespeople is critical. A second follow-up call is also a great way to capture additional referrals.

To get more information on training in these areas or to get information on our live Management by Fire events click here or call 866-996-4665.

The J.D. Power U.S. Sales Satisfaction Index (SSI) StudySM provides a comprehensive analysis of the new-vehicle purchase experience from the customer perspective. The study measures the ability of dealerships to manage the sales process, from product presentation and price negotiation to the finance and insurance process and final delivery. The study provides insights into customer needs and expectations and provides recommendations for improving the sales process.
To learn more about the U.S. Sales Satisfaction Index (SSI) Study, visit http://www.jdpower.com/resource/us-sales-satisfaction-index-ssi-study.