Customers give dealers high marks

An overwhelming 98% to 99% of car buyers nationwide are “completely satisfied” with their recent sales experience, according to Irvine, CA-based OCT Group, a relationship marketing firm.

High ranks were awarded to car dealers, contrary to the often-critical stereotyping of auto sales techniques, reflecting buyer opinion in areas such as the test drive, the salesperson’s product knowledge and staff friendliness.

Research also revealed that 99% of buyers were completely satisfied with the salesperson’s level of listening and understanding their vehicle needs, according to Grant Dunning, President and CEO of the OCT Group.

“These results paint a picture that is contrary to popular perception and stereotypes,” Mr. Dunning says. “We tip our hat to dealerships across the country for their level of commitment to customer satisfaction. The survey results show that dealers take customer service seriously.”

The survey collected replies from 16,505 recent car buyers from small, medium and large dealerships. Of these, 2,602 new referrals were given, reflecting a “completely satisfied customer.”