MotorVise Automotive has launched its own mystery shopping service to drive up standards across car dealerships – as a new report reveals Britons experience the worst customer service in Europe.
The company, based near Richmond, North Yorkshire, says its mystery shopping tool can accurately measure the quality of customer service offered by dealerships and enables managers to understand exactly how their sales teams operate.
It is able to gather data on any product or service to identify training gaps within the workforce, which once addressed, improves standards, and ensures consistency across the business.
Fraser Brown, founder and managing director of MotorVise Automotive, said that the research into customer service published by the Competition and Markets Authority suggested levels in the UK had suffered as most industries had fewer competitors than 20 years ago.
The report, based on 2018 figures, revealed around 33 percent of UK customers experienced a problem, compared to an average 22 percent in the EU – with the worst sectors identified as transport, telecoms, utilities, and property services.
Fraser said: “Whilst the standards of customer service in car dealerships is generally good, it’s important to ensure that all staff – from the showroom to the parts department – have the right knowledge and expertise.
“It’s not too many years ago that the motor trade had a very unflattering image, especially when it came to sales. Fortunately, that has been replaced with a highly professional approach which clients appreciate.
“However, dealerships cannot afford to rest on their laurels and simply assume all their employees are performing as they should. They must constantly review and update their systems and identify training requirements if they are to succeed in increasing both customer engagement and sales.”
The MotorVise mystery shopping service offers a choice of in-person or telephone formats and dealerships can select their own bespoke criteria.
It provides a customised dashboard and tools to review results and analyse data followed by a consultation to discuss the results and their implications.
Fraser added: “Mystery shopping highlights what’s really going on when a manager isn’t within earshot and allows dealerships to truly understand how effective their customer-facing processes are.”