The automotive sector struggles to deliver a consistent customer experience across all its touch points. Great experiences in other sectors are raising customers’ service expectations. There are opportunities for brands and dealers to delight customers beyond investing in marketing and advertising. Customer service instead of vehicle servicing makes a difference.

Purchasing a new or second hand car is a uniquely rational and emotional decision. Customers ready to buy a particular brand or model can easily choose another brand or another dealer at the last moment. Often this is caused by preventable service disappointments that affect their brand or dealer loyalty.

Brands and dealers have opportunities to surprise customers with good basic service. They can encourage loyalty based on ownership and service experience. The buying and servicing experience can be vastly improved with better orchestration between the local brand organisation, selling and servicing dealers. Put people in the centre, not vehicles.

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