Are you using customer survey software at your dealership or auto group yet? If not, we think you'll want to give this list of 11 competitive benefits a read.
If you've yet to start gathering and acting upon the absolutely invaluable insights available from regular surveys of your service, sales, F&I and other customer categories, you may be putting yourself at a local disadvantage. Let's see if it's time to change that.
Also have a look at our list of 10 Essential Questions for Automotive Customer Surveys.
Automotive Survey Software Benefits—Index
Customer satisfaction surveys are a simple but effective tool for keeping your finger on the pulse of car shopper sentiment and opportunities for rooftop improvements. Below are 11 benefits, each with statistics and tangible examples of how surveys can improve operations and customer relationships. By the end of your read, we hope the advantages will be obvious.
- Improve Sales Processes
- Enhance Service Department Efficiency
- Improve F&I Transparency
- Identify Training Needs
- Reduce Customer Churn
- Optimize Marketing Campaigns
- Track Progress Over Time
- Increase Online Reviews
- Spot Trends Early
- Resolve Issues Quickly
- Optimize Inventory Management
Don't miss out on the type of actionable survey insights that can drive improvements across all departments. From sales to service, F&I, and even inventory management, they will help you and your team stay competitive and customer-focused. Now, let's dig in.
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Improve Sales Processes
Surveys bring key car-buying experience insights into the light, like how customers perceive sales staff professionalism or pricing transparency.
Satisfaction among new-vehicle buyers reached an all-time high of 79% in 2023, with test drives and sales team interactions being top-rated touchpoints. This feedback allows for the refinement of your sales processes, improving conversion rates and shopper experience.
Example: A survey reveals that customers feel overwhelmed by the number of financing options presented during negotiations. The dealership could simplify its sales process by offering pre-configured financing packages, leading to higher satisfaction and faster deal closures.
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Enhance Service Department Efficiency
Service surveys uncover gaps like long wait times or unclear communication about repairs. Addressing these issues improves operational efficiency and ensures customers return for future service needs. After all, it is the most profitable center for the majority of rooftops.
Customers are four times more likely to prefer service updates via text than phone calls. This level of detailed feedback can highlight fairly simple process improvements, leading to better experiences and higher retention rates.
Example: Customers report dissatisfaction with long wait times for oil changes. The dealership introduces an express service lane for routine maintenance, reducing wait times.
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Improve F&I Transparency
The Finance & Insurance (F&I) department often generates frustration due to (perceived) upselling pressure. Surveys provide details into how customers feel about your current offerings, allowing dealers to refine their approach.
Nearly 74% of buyers preferred transparent F&I processes in 2023. By addressing concerns like unclear warranty options or high-pressure tactics, dealerships can build trust in this critical area.
Example: You may learn that shoppers are confused by extended warranty options. You could create a clear comparison chart for warranties, hung right on the office wall, to improve clarity and increase acceptance rates.
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Identify Training Needs
Surveys offer a direct line of sight into staff performance across all departments, highlighting areas where employees may need additional training or support to meet customer expectations. Over and above the (often) emotional feedback available in Google or Dealerater reviews.
Better-trained staff deliver superior customer experiences, which translates into higher satisfaction scores and increased loyalty. They're also less likely to be used by a disgruntled ex-employee or former team member spouse.
Example: Customers report feeling rushed during test drives. The GM could implement training focused on a more relaxed test-driving experience, resulting in improved feedback and higher conversions.
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Reduce Customer Churn
Customer retention is critical for profitability in both sales and service departments. Surveys help identify why customers might leave for competitors and allow dealerships to address pain points proactively.
Retaining existing customers is far more cost-effective than acquiring new ones, making this a key area for improvement.
Example: Survey responses indicate dissatisfaction with limited weekend hours in the service department. The dealership extends Saturday hours and adds early drop-off options, retaining more customers who value convenience.
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Optimize Marketing Campaigns
Survey data provides insights into what motivates customers to choose your dealership over competitors—whether it’s pricing transparency, exceptional service, or specific promotions.
This information allows you to craft marketing messages that resonate with your audience while allocating budgets more effectively for better ROI.
Example: Surveys reveal that trade-in promotions are a significant motivator for local buyers. The dealership increases advertising around trade-in offers on social media platforms, driving more leads to the showroom.
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Track Progress Over Time
Regularly conducted surveys allow dealerships to measure whether implemented changes are improving customer satisfaction and operational efficiency over time.
This ongoing feedback loop ensures continuous progress toward business goals while demonstrating a commitment to improvement that builds trust with customers.
Example: After introducing an online appointment scheduling system based on survey feedback, follow-up surveys show a remarkable increase in satisfaction with booking processes within the first few months.
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Increase/Improve Online Reviews
Satisfied customers identified through surveys are more likely to leave positive online reviews when prompted. These reviews boost your dealership’s reputation on platforms like Google and DealerRater.
Proactively addressing negative feedback before it becomes public also protects your brand’s reputation while encouraging loyalty.
Example: A survey identifies highly satisfied service customers who are then encouraged via email to leave Google reviews. This strategy results in a significant increase in positive reviews within weeks.
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Spot Trends Early
Surveys help dealerships stay ahead of emerging trends in customer preferences or industry shifts—such as increased interest in electric vehicles (EVs) or demand for subscription-based maintenance plans.
Acting on these trends early gives dealerships a competitive edge by aligning inventory and services with evolving customer needs.
Example: Survey data shows growing interest in EVs among younger buyers in the area. The dealership expands its EV inventory while hosting educational workshops on EV ownership benefits, attracting new customers ahead of competitors.
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Resolve Issues Quickly
Surveys allow dealerships to catch problems early—before they escalate into larger issues that could harm your reputation or bottom line.
Quick action demonstrates responsiveness and builds goodwill with customers, improving overall satisfaction and loyalty rates.
Example: Feedback reveals delays during vehicle delivery due to incomplete paperwork preparation. The dealership streamlines its delivery process by pre-verifying documents before appointments, reducing delays, and improving customer experiences.
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Optimize Inventory Management
Surveys provide valuable insights into which vehicles are most in demand or sitting too long on the lot, helping dealerships optimize inventory levels proactively rather than relying on gut instinct alone.
Using survey software alongside inventory management tools, dealerships can reduce overhead costs while ensuring popular models are always available for purchase.
Example: A survey indicates high demand for SUVs but low interest in compact sedans among local buyers. You can adjust your stock accordingly, increasing SUV availability while reducing compact sedan inventory to minimize aging stock costs.
Key Takeaways
- Surveys provide actionable insights across all dealership departments.
- Acting on survey feedback improves sales processes, service efficiency, F&I transparency, and inventory management.
- Regularly collecting feedback helps track progress over time while staying ahead of market trends.
- Proactively resolving issues builds trust with customers and encourages repeat business.
- Optimizing inventory based on survey data reduces costs while ensuring popular models are available.
Automotive customer survey software is an essential tool for modern dealerships looking to improve operations and customer satisfaction, and to stay competitive in their local neighborhood.
So, get onboard with automotive surveys to ensure long-term success while building stronger relationships with your customers. If you were reluctant 10 minutes ago, we hope you've been sold quicker than a 1970 Dodge Challenger R/T.