Showroom technology linked to ‘positive customer experience’

New research by Cooper Solutions has found that 46% of consumers say dealers who use smart showroom technology, such as touchscreen TVs and tablets, offer a ‘positive customer experience’.

Furthermore 56% of those surveyed associate the use smart technology with an ‘efficient’ car buying process.  At the other end of the spectrum 73% said that those dealers who don’t use technology for the benefit of the customer are not being as ‘professional’ as they could be.   

The findings appear to point between dealers’ visible use of technology and consumers perception of professionalism.The survey also found that these perceptions change depending on the type of prospective transaction:  33% of trade in consumers surveyed revealed they would be more ‘confident’ if a dealer provided an electronic valuation; 67% of all those surveyed believed a more traditional type of valuation wouldn’t be as accurate.

Barry Cooper, Managing Director of Cooper Solutions commented, “Our research shows that as many as 68% of car buyers believe that dealers who are not using smart technology in the showroom are not being as transparent about the sales and services they offer as they could be.

“Take for example the vehicle appraisal process; it’s crucial the way this is conducted, calculated and communicated to the prospective customer in securing a sale.   Those dealers who take a ‘Wizard of Oz’ approach to appraisals – disappearing behind closed doors to produce a quote – seriously underestimate the impression this leaves with the customer.  One properly appraised vehicle will return the cost of an iPad, and offer greater reassurance to the buyer that they are getting the best market price for their part exchange, plus it could engender a greater level of trust.

“Today’s tech savvy car buyers expect a seamless experience, from initial research using a dealer website through to the visit to the showroom itself.  As our research demonstrates, those dealerships utilising the latest smart technology such as tablets, TVs and smartphones to assist with the customer journey, are one very large step ahead of the competition.”