<img alt="" src="https://secure.wire0poor.com/215720.png" style="display:none;">
Request a Demo Sign In
November 27, 2024

11 Benefits of Using Automotive Customer Survey Software

Learn the benefits of using automotive customer satisfaction survey tools and software to identify actionable improvements for multiple auto departments.

Are you using customer survey software tools 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.

Car Dealership Customer Experience Survey

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. 

  1. Improve Sales Processes
  2. Enhance Service Department Efficiency
  3. Improve F&I Transparency
  4. Identify Training Needs
  5. Reduce Customer Churn
  6. Optimize Marketing Campaigns
  7. Track Progress Over Time
  8. Increase Online Reviews
  9. Spot Trends Early
  10. Resolve Issues Quickly
  11. Optimize Inventory Management

Don't miss out on the type of actionable survey tool 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.

  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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.
  6. 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.

    Automotive Customer Survey Software Tools
  7. 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.
  8. 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.
  9. 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.
  10. 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.
  11. 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.

Dave Pye

A digital marketing dinosaur, my SEO career began in 1999 at one of Boston's first digital marketing agencies. Prior to becoming Widewail's Director of Search I had a long focus on GMB, reviews and local organic visibility for automotive dealerships in competitive locales. Regardless of a specific industry, this decade of experience was the perfect precursor for a role supporting our innovative Engage and Invite services. Originally from Canada, I enjoy hockey, Frank Sinatra, writing on a variety of subjects, old movies - and am the proud parent of a geriatric Boston Terrier. Customers, peers, or anyone with online review-related questions are encouraged to contact me, anytime.

U3GM Blog Post Comments

Other posts you might be interested in

Negative Reviews? 10 Things Not To Do

12 min read | November 25, 2024
Gain effective tips and strategies for responding to negative reviews and handling unhappy customers.
Jane Garfinkel Product Manager

Feedback Fatigue: Rethinking Centralization ft. Mike DiMella

6 min read | November 19, 2024
See how Mike DiMella leverages customer feedback for business growth, operational efficiency, and enhanced customer satisfaction in the latest episode of Feedback Fatigue.
Emily Keenan Content Marketing Specialist

10 Essential Questions for Automotive Customer Surveys

6 min read | November 18, 2024
Top questions to ask customers in your automotive service department to enhance their experience and satisfaction.
Emily Keenan Content Marketing Specialist

Local Marketing Insider

Bite-sized, to-the-point, trend-driven local marketing stories and tactics.