client

An international luxury car manufacturer

objective

Investigate the purchase experiences of retail luxury car customers, benchmark the best practices of dealerships that achieve top customer satisfaction ratings and make recommendations for key actions to improve ratings at the client affiliate dealerships.

solution

Conducted 12 focus groups in Chicago, New York and Los Angeles markets, conducted face-to-face interviews with dealer principals/managers in 14 luxury dealerships nationwide and conducted hidden camera mystery shops at those same dealerships.

result

The manufacturer received a concise report of key drivers of high customer satisfaction with specific actionable “practical” recommendations that, if implemented by the dealer network, would result in higher ratings and customer loyalty. The company went from a 9th place ranking to 1st place in the years following this study.