Mercedes-Benz Dealerships Among Best, Says Study
Ryan Joseph Ramos July 9, 2013
According to the 2013 Prospect Satisfaction Index study conducted by the Pied Piper consulting firm, Mercedes-Benz dealerships are the best performers as far as car shopper treatment goes.
The German automaker scored a 113, which tops all the other scores. The industry average on the survey has been reset to 100 for this year, and the lowest scores were 89 and 88.
The survey involved 5,203 mystery shoppers hired by the firm. These shoppers visited various automotive dealerships in the United States within a period spanning July 2012 and June of this year.
This PSI survey, says Pied Piper, has a strong correlation to sales success. The firm added that the products might not change all that much, but how companies approach their sales process do change constantly, and this affects customer satisfaction.
Also, according to the study, salespeople in dealerships now are more likely to discuss a variety of leasing or finance options for buyers, or even ask about what keeps a buyer from making a purchase.
In addition, they aren’t as likely to use visual aids or even discuss unique features. These are some of the comparisons between the results from this year and last year’s respective PSI surveys.
The 2013 edition marks the PSI survey’s seventh straight year.
