Widewail’s 2024 VOC Report turns review sentiment analysis into actionable automotive strategies by highlighting key YOY customer satisfaction trends.
Every car dealership gets reviews. Some good and some bad.
Once in a while you may actually learn something useful from them, as opposed to just stressing out about finding time to respond to the influx, or having a particularly critical piece of feedback ruin your team's day.
"Jeepers. They're absolutely right. And we can do something about it."
Now, imagine if there was a way to learn these useful things at a broader scale - based on customer review sentiment from the vast majority of automotive rooftops in these United States? What a goldmine of actionable insights that would be. Dare to dream.
The dream is over. In the best possible way.
Widewail’s Automotive Voice of the Customer Report is back in 2024 and better than ever.
The report is free, ungated, and packed with year-over-year dealership customer review data and insights. It's an invaluable resource, and we hope we've gotten your attention.
You will see how customer sentiment is evolving YoY, along with key focus areas for car dealerships and service centers looking to improve their operations, quality of customer service, and reputations.
While you can check out the full report here, today we’re covering the three biggest takeaways from VOC 2024: the rise in staff-related negativity, persistent communication issues, and growing sales department criticisms.
Mentions of staff in negative reviews grew by 19.6% YoY in 2024, making it the second-largest driver of negative feedback in the automotive industry.
This spike suggests that customer interactions with dealership employees - whether salespeople, service technicians, or customer support - are becoming a critical area of concern.
During the height of the pandemic, many dealerships shifted focus to short-term profitability in order to survive. This approach left employees stretched thin, dealing with increased workloads and customer demand, which led to a decline in customer service perceptions.
Post-pandemic, consumers expect more personalized and attentive service, but the strain on staff has resulted in negative reviews - citing rudeness and poor communication in particular. These complaints are damaging dealerships' reputations, showing how crucial it is to balance financial goals with maintaining a positive customer experience.
To combat this upticking trend, dealerships must empower their staff and prioritize long-term customer satisfaction over short-term profitability. Investing in comprehensive training programs that emphasize customer service skills, active listening, and problem-solving can help employees handle high-stress situations and ensure positive sales and service rooftop customer interactions.
Additionally, fostering a supportive work environment where employees feel valued and supported can improve morale and, in turn, the customer experience.
Dealerships should also consider using customer feedback as a tool to identify problem areas within their service processes. By analyzing reviews and addressing recurring issues, management can take proactive steps to enhance service quality, creating a better experience for both staff and customers.
Often overlooked, automotive surveys can also be employed. Due to their anonymity and ability to prompt more specific feedback subjects than reviews alone, surveys offer another layer of invaluable (and actionable) insights.
Dealerships that invest in their staff and focus on improving customer interactions will be best positioned to maintain a positive reputation and increase customer loyalty.
In 2024, negative reviews related to the sales department grew at a much faster pace than in service, with a sharp 8.5% increase. In comparison, the service department saw a 3% rise in negatives.
This shift signals a significant change in customer sentiment, with sales department positivity down 3% YoY. The growing dissatisfaction in sales places it at the forefront of this year’s trends, with negativity rising over double the pace of service.
One key area of concern within sales is the financing department. Negative mentions of finance in reviews have spiked dramatically. While 7% of industry-wide negative reviews mention finance, that number jumps to 15% in sales reviews, marking a 124% increase. Overall, negativity in the financing department has risen 20% YoY.
Car shoppers are increasingly frustrated with transparency and communication around the financing process. Unexpected fees, unclear terms, and complex financing options are driving dissatisfaction, with customers expressing these concerns more frequently.
To address this, dealerships must prioritize clear communication and transparency throughout the financing process. Sales teams should ensure customers fully understand terms, fees, and options before moving forward. Additionally, providing staff training focused on empathy and clarity can help improve customer interactions and set realistic expectations.
Rebuilding trust in the financing process is key to reversing the rising sales-related negativity and maintaining positive customer relationships in 2025.
For the second year in a row, communication issues are the leading cause of negative reviews in the automotive industry.
Mentions of communication in negative reviews increased by 6.4% YoY. This trend highlights the ongoing challenge dealerships face in ensuring clear and effective communication with their customers.
Although the rise between the averages in 2023 and 2024 is only 6.4%, the growth from the 2023 low to the 2024 high is much more substantial—18%.
Customers expect transparency, especially when it comes to complex transactions like car purchases or repair services. Poor communication around pricing, delays in service, or unclear explanations of vehicle issues can quickly lead to frustration.
In many cases, customers simply want to be kept in the loop, and when they feel ignored or misled, they’re likely to leave a negative review.
Dealerships can tackle this issue by implementing clearer communication protocols; setting expectations upfront about service timelines, pricing, and any potential delays can help manage customer expectations. Regular follow-ups, whether through phone calls, texts, or emails, can also keep customers informed throughout the service process.
Investing in customer relationship management (CRM) systems can make it easier to track and manage customer interactions. Automated communication tools, such as text message updates or service reminders, can also help keep customers engaged and informed. Most importantly, ensuring that all staff members are trained in effective communication techniques is key to building trust and minimizing misunderstandings.
Widewail’s 2024 Voice of the Customer report underscores the importance of actively listening to customer feedback and using it as a tool for continuous improvement.
As the report highlights, negative feedback around staff interactions and communication remains a significant challenge for the automotive industry, but it also presents an opportunity for businesses to differentiate themselves through superior customer service.
By focusing on staff training, enhancing communication protocols, and leveraging the growing volume of reviews, dealerships can improve their reputation and customer satisfaction. In an increasingly competitive market, those who prioritize customer feedback and take action on it will be the best positioned for success in 2025.
Check out the full 2024 Voice of the Customer Report for more insights.
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