Based on feedback from over 28,000 sales customers and 71,000 service customers, dealership use of text messaging during the shopping experience and after-sales process supports a significantly improved customer experience. While customer preference for text communications has increased at a steady rate, dealership usage has not kept pace. Service customer preference for text updates has increased from 23% to 37% over the past five years. Meanwhile, actual usage has only increased from 2% to 12%.
Non-premium sales customers report a 10 point increase in satisfaction, while service customers report a 31 point CSI lift. Almost all brands benefit from increased text usage, yet no brands consistently provide their customers a text-friendly customer experience.
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