WHAT DO CUSTOMERS WANT?
Pricing information is the No. 1 item that potential car buyers search for on auto finance websites, said Michael Buckingham, senior director of the auto finance practice at J.D. Power and Associates (jdpower.com). “Live chat is helpful, but what you’ll find is that the more information is provided on the website, the less is the need to have a live chat service available,” he told AFN. Education materials, such as glossaries, payment calculators, and lease- versus-finance comparisons also improve customer satisfaction, Buckingham said. In our shopping experiment, we found that if the initial on-boarding process of financing lacks personalized customer service, it can mean the end of the road for that customer.
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