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September 28th, 2015

Douglas Stafford and Auto Express measure the Customer Experience


By Jamie White – Head of Communications


Mystery Shopping and Performance Improvement Company, Douglas Stafford, features in the latest issue of leading motor magazine, Auto Express.


Douglas Stafford and Auto Express joined forces to work on a feature which measured customer service trends at automotive dealerships in the UK.

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The piece focuses on Value and Premium car brands and assesses where in the country potential buyers receive the best ‘customer journey’.


Douglas Stafford Data Analyst, David Williamson, trawled through data which had been captured in mystery shops which have taken place by Douglas Stafford this year, to produce statistical information.


Some of the areas measured included how long customers have to wait in a showroom, were finance options available and was the customer followed up?

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In the UK, Scotland Premium brand dealers scored highest with 99% capturing contact details, while Value brands in the South East of England scored lowest with 80%.


Scotland was again highest with 95% of Value brand dealers asking is customers wanted a test drive, while the Midlands Premium brands were bottom with 65%.


When it comes to sealing the deal, Scottish Premium brands were again top of the chart, with 91% of visits leading to another call, while the lowest was in the South with 67% for Value brands.


Overall, the results showed that the best overall customer journey for a Premium brand car is in Scotland, while London dealers rank highest for Value brands.


Douglas Stafford CEO, Nigel Cook, said: “The expectations of customers have changed over the years. We are all too aware that customers have many more options and the experience they receive during the ‘customer journey’ and how well this is managed, is crucial to the development and success of all businesses.”


You can read the full story in the latest issue of Auto Express, which is available to buy at newsagents across the country. You can also purchase the magazine online.