Dealership Customer Satisfaction Formula: What Car Shoppers Value the Most

CDK conducts several annual research studies to better understand the state of automotive dealerships from the perspectives of Sales, Service, F&I Managers and, ultimately, customers. Some findings reveal nice-to-have preferences, while others uncover real expectations that, when unmet, directly impact customer satisfaction and loyalty.

One key indicator of customer satisfaction is the Net Promoter Score (NPS). For anyone unsure of its importance, the CDK Service Shopper study makes it clear: Customers who gave a dealership a high NPS were significantly more likely to return for future service or to purchase their next vehicle. Here are three of the most important factors influencing dealership NPS, and how your team can address them:

1. First Impressions Matter

A customer's journey doesn't start on the lot. It often begins with a phone call or online visit. If a customer's call goes unanswered, gets placed on hold, or gets routed through a confusing phone tree, customers dock the dealership significantly with a lower NPS. In fact, CDK data shows customers prefer AI-powered scheduling tools over being sent to voicemail.

The in-person experience is just as crucial. Nine out of 10 customers greeted immediately at the dealership rated their visit as extremely positive. When dealerships delayed the greeting by 21 minutes or more, only 67% said the same.

 The lesson? Invest in your first impressions. Make booking appointments online or by phone easy, and ensure your dealership is staffed appropriately to greet customers when they arrive.

 2. Time Is Important: Don’t Rush It or Waste It

While buying a new car is exciting, many shoppers dread what they see as a time-consuming experience. To counteract that, salespeople may try to speed things up to get them off the lot as quickly as possible, but CDK data shows that's not the right move.

Customers who spent less than two hours at the dealership actually reported a lower NPS than those who stayed between two and three hours. Because buying a car is a large investment, shoppers expect the process to take longer and want it to feel thorough, not rushed. However, there's a limit: Satisfaction drops again once it extends past the three-hour mark. 

Everyone from the Sales Associate to the F&I Manager should ensure they complete their process efficiently without making a customer feel rushed and that the customer is out the door within three hours.

 3. The Test Drive Sells 

Over three-quarters of shoppers said the test drive alone sold them on the car, reiterating its importance during the purchase process. Still, CDK research revealed several pain points: Over half of customers said they had to wait for one. Even worse on more than one occasion, customers arrived to find a dealership employee had driven their desired vehicle off-site.

Dealerships should have vehicles ready and waiting, especially for customers who schedule an appointment. At a minimum, the vehicle should be appropriately cleaned, charged or fueled. Consider adding conveniences like having it cooled during the summer, heated in the winter, and freshly washed. Nothing dulls the excitement of buying a new car like getting into a dirty vehicle or having to wait to see it.