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Automotive Manufacturers Pile Customer Care Pressure on Dealers Reveals...

Increasing pressure is being put on dealership by automotive marques, according to new research from Navigator Customer Management (http://www.navigatorcm.com). The new research report, Up to Speed, reveals 58% of dealers had reported that customer care demands from manufacturers had increased over the last year. This proportion rose to 73% among dealers who trade in multiple marques. Only 3% of dealers reported a fall in customer care demands. As a result, multi-franchise dealerships are now providing multiple communications channels to their prospects and customers, with over 90% offering email and direct mail, and 65% investing in telemarketing. However, the research also reveals a major gap between multiple marque franchises and those handling just one marque. Amongst solo-marque franchises fewer than half invest in telemarketing, and only 59% use web marketing.

Rob Denton, Managing Director at Navigator Customer Management (http://www.navigatorcm.com), notes, In a market where sales volumes have dramatically reduced, it is not surprising that manufacturers are putting increased pressure on their sales channel to improve customer care. Equally, in a slow market, the imperative of removing all barriers to contact and sales means that customers and prospect have to be offered a choice of how they communicate with the dealer. Simply put, the easier it is to find and interact with a dealership, the more likely it is to close more sales.

As competition mounts over a lower volume of sales opportunities, any difficulty in contacting a dealership puts an obstacle in the way of sales. Some leading dealers have also invested in tele-follow-up to ensure that prospects who have taken test drives are encouraged as much as possible to make a purchase. Dealers offering multi-channel access are those who will be most successful in gaining market share in difficult times.

For a copy of the management summary, please visit http://www.navigatorcm.com and contact John Sweeney through the site contact mechanism

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