Every interaction in your dealership—big or small—shapes the customer experience and impacts loyalty. To truly improve dealership customer experience, it’s all about the details: clear communication, seamless teamwork, and thoughtful, personalized service. Customers notice when things run smoothly and staff care about them, and that’s a big part of what keeps them coming back.
So to uphold that high standard of customer experience, let’s take a look at the common pitfalls dealerships face, and how to sidestep them to create a dealership experience that leaves a lasting impression.
Communication Issues
We’ve covered customer communication in the past, marketing messaging to the importance of adopting text messages. So what are some common mistakes we see dealers make?
Slow responses to customer questions
When customers ask about appointments, parts, or repair updates, they don’t want to wait forever for an answer. Quick responses show you’re on top of things and respect their time. Make responsiveness a priority so customers feel valued and confident in your service – it goes a long way toward building trust.
Unclear or inconsistent information
If customers get different answers about repairs, prices, or timelines from different team members, it’s frustrating and confusing. To avoid this, make sure everyone’s on the same page. Providing clear, consistent information at every touchpoint helps customers feel informed and builds trust in your dealership.
Inadequate updates to customers
Customers want to know what’s happening with their car, even if there’s no major progress. Sending regular updates (even if it’s just a quick message) helps set their expectations and reduces any anxiety. Keeping them in the loop shows that you’re attentive and that their vehicle is in good hands.
Unethical Practices
Nobody sets out to be unethical, but it helps to remember the types of behaviors that can ruin a dealership’s reputation.
Pushing unnecessary repairs
Recommending services or repairs that customers don’t actually need can quickly erode their trust. Customers are savvy; they can often tell when something isn’t necessary, and they don’t want to feel like they’re being taken advantage of. By focusing on only what’s essential, you’ll build loyalty and show customers you’re on their side.
Bait-and-switch tactics
Nothing frustrates customers more than seeing a low advertised price, only to find out it’s not available or that unexpected fees are tacked on later. This classic bait-and-switch tactic can instantly destroy trust and credibility. Be upfront about pricing and potential add-ons so customers feel confident in your honesty from the start.
Price gouging
Charging excessively high prices, especially when customers have limited options, can lead to resentment and damage long-term loyalty. Customers want to feel they’re getting fair value, not being taken advantage of. Reasonable, transparent pricing helps maintain goodwill and keeps them coming back to your dealership instead of looking for alternatives.
Operational Issues
Operational hiccups can create major frustrations for customers—let’s look at some common missteps dealerships can avoid.
Long wait times
Long wait times, especially without any explanation, can make customers feel their time isn’t valued. If there’s a delay, let customers know right away and explain why. A simple update goes a long way – it shows respect for their time and reduces frustration, helping to keep the experience positive even if things run behind.
Lack of team coordination
Miscommunication or poor coordination within the team can lead to scheduling conflicts, unprepared staff, or even misplaced vehicles, leaving customers frustrated and confused. To avoid this, keep everyone in sync with clear communication and shared updates. When the team is aligned, customers experience smoother, more professional service with fewer hiccups.
Setting unrealistic expectations
Overpromising on repair timelines or parts availability can lead to disappointed customers if things don’t go as planned. Instead of trying to please with ambitious estimates, provide realistic timelines and keep them updated on any changes. This approach builds trust and sets customers up for a positive experience – even if there’s a delay.
Silos Between Sales and Service
When sales and service departments work separately, it can lead to missed opportunities and a disjointed experience for customers. Unified communication across departments helps prevent misunderstandings, ensures that customers feel known throughout their interactions, and opens doors for cross-department efforts, such as service-to-sales opportunities. Working together makes the experience smoother and more enjoyable for customers.
Customer Service Oversights
Even small service slip-ups can leave a lasting impression on customers, so it’s important to get the details right—here’s where dealerships sometimes fall short.
Impersonal communication
Sending generic messages that ignore a customer’s history or preferences makes the experience feel impersonal and forgettable. Customers expect you to know them a bit more, especially if they’ve been there before. Tailoring messages to reflect each customer’s past visits, vehicle needs, or interests shows that you value their unique relationship with your dealership.
Ignoring customer feedback
Ignoring complaints or suggestions sends a message that you’re not interested in improving their experience, which can push customers to look elsewhere. Actively addressing feedback shows that you’re listening and want to improve. By responding to concerns and implementing customer suggestions when possible, you build loyalty and demonstrate a commitment to customer satisfaction.
Ditch the “Spray-and-Pray” Marketing Approach
Mass marketing with generic messages doesn’t work — it feels impersonal and often misses the mark. Customers expect more tailored, relevant communication that reflects their history and needs. Sending out blanket messages to everyone can make your dealership seem out of touch, especially when customers want to feel like they’re more than just a name on a list.
Instead, focus on personalized outreach. Use insights from past service visits, vehicle type, and individual customer preferences to craft messages that resonate with each customer personally.
DriveSure’s Maintenance Marketing System can help streamline this approach by delivering consistent, customized messaging across multiple channels. It makes it easy for dealerships to send the right message to the right customer, whether it’s a reminder about a specific service, a recall, or an upcoming opportunity.
By communicating in a way that feels direct and personalized, you keep customers engaged, build trust, and make them more likely to return for future service needs.
Taking these steps isn’t just about keeping customers satisfied—it’s about building real loyalty. When dealerships focus on clear communication, efficient service, and a personal touch, they’re creating a customer experience that stands out and keeps customer relationships strong.
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