Buyers of new-vehicle are more satisfied with the car-buying experience if a salesperson employs a tablet during a sales process, according to J.D. Power and Associates' Sales Satisfaction Index, which deals with customer satisfaction with the dealership sales experience. The index, which rates the sales experience on a 1,000-point scale, had salespeople using a tablet during the sales process scoring 844.
Salespeople using other sales methods scored 52 points less, at 792 points. According to Power, only 10 percent of salespeople use tablets during the sales process in 2013, from 7 percent in 2012. Tablets can be used to gather a customer’s personal information, demonstrate vehicle features and display financing information.
In a statement, J.D. Power Senior Director Chris Sutton said that while tablet usage has increased from 2012, dealers are “still missing an opportunity to improve their sales experience by providing shoppers with sales information on a single platform that allows them to easily browse options and features with immediate commentary from their salesperson." The index also found out that satisfaction is highest among buyers presented with payment options on a computer or tablet (833 points).
Among brands, Jaguar and Mini topped their respective classifications (luxury and non-luxury), the index showed. Jaguar ruled the luxury brands with a buyer satisfaction score of 740. It was followed by Porsche, Lexus, Infiniti and Mercedes-Benz. Cadillac was sixth with 715, followed by BMW, Audi, Volvo, Land Rover and Acura. Lincoln was dead last with 692. Overall, customer satisfaction with the dealership sales experience surged 9 points from 2012 to 673. [source: J.D. Power]