by CDK Global | 7 July 2017

In Her Own Words


 Insights bubble “As a woman purchasing a new car, you always worry that the salesperson won’t treat you or respect you as much as they would a man making the same purchase.” Out of 64,000 dealership reviews, that one sums it up best. We wanted to examine the way men and women talk about their dealership service and sales experiences, and find out what their differences might tell us about creating a better customer experience. However, the intention of our study was not to prove that women are wary of dealerships —that’s already pretty well known. To do this, we pulled 64,000 dealership reviews, separated them by sales and service, and then further separated them by five-star and one-to-two reviews. These reviews were fed into our natural language processing tool to find the words used most frequently and exclusively by men or women.

Read the report to learn more.


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