Giving a Worse Customer Experience Delivers $191,000 Less To the Bottom Line


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Last week we looked at the upside of delivering a better customer experience and we saw that it results in a boost in GP of over $106,000 for the average US dealership.

But what happens if things go the other way – if dealers let their customer experience scores drop?  Is there a risk?  You bet there is and, in fact, the loss is potentially much greater than the upside potential.  The numbers we calculated are for only one dealership.  As a manufacturer, imagine the financial impact across the entire network by not focusing on the customer experience.

The reality is examined in this, the second part of the Customer Experience Payback Study.

Republished with author's permission from original post.

Chris Travell
Chris Travell is VP, Strategic Consulting for the Automotive Group of Maritz Research. He is responsible for working with Maritz' Insight Teams to further the understanding and application of the firm's automotive research. He has appeared on numerous television programs and is often quoted in Automotive News, Time, USA Today, Edmunds, Detroit Free Press, The Globe and Mail and various other publications in regard to issues related to the North American automotive industry. He is the principal contributor to The Ride Blog, Maritz Research's automotive blog.


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