pMercedes-Benz stores address customer pain points with the help of a J.D. Power review./p
Two luxury-brand dealerships in British Columbia learned what they’re doing right and what needs improvement after completing J.D. Power’s Canadian Dealer of Excellence evaluation, and have spun those learnings into their marketing efforts.
“It was the first time for us,” Liu said. “I had no idea what was going to happen. Thank God we didn’t screw that up.” To prequalify for a J.D. Power review, dealerships must submit data from automaker customer-satisfaction surveys, London, said. Dealerships are not charged for the evaluation. Dealerships are then evaluated on 11 criteria that form a checklist of best practices: Internet inventory and pricing, professional customer communications, pricing transparency, online-to-showroom transition, fair trade-in value, open negotiation, used-vehicle integrity, finance and insurance products, concern resolution process, digital retailing and a process to ensure customer familiarity with vehicle features and controls.
The mystery shopper is a critical first step in the J.D. Power dealership assessment, London said. Once a scheduled visit to the store takes place, the evaluator conducts interviews with staff and reviews documentation, measuring it against J.D. Power criteria, all essential steps in the in-person assessment.
A dealership’s Dealer of Excellence status is reviewed annually. Dealerships that continue to meet the criteria advance through silver, gold, platinum and diamond, the latter for those that meet the criteria for five years or more.
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