How Dealership Tech Training Improves Vehicle Delivery Experience and Customer Satisfaction

Vehicle delivery isn't the end of the purchase process; it's the beginning of ownership, and it's essential that this journey starts on the right foot. According to CDK's Ease of Purchase study, customer satisfaction during delivery dropped from 77% to 69% in June, below average for this metric, and looks to be down again in August. This decline signals that improvements can and should happen on the dealer's end. 

One possible reason for this decline is that today's vehicles are more complex than ever. With more than 1,200 semiconductors in a typical car, technology now powers nearly every function — from turning on the radio or air conditioning to alerting drivers about potential collisions. While this technology offers a vast range of customizations that can significantly enhance the driver's experience behind the wheel, it also comes with a steep learning curve. For many new owners, figuring out how to use these features isn't always intuitive, and it can be overwhelming. 

Buyers are often eager to drive off the lot after their purchase, but dealers should invest time during and after the delivery process to ensure a seamless transition from shopper to owner. Here's how: 

Infotainment Systems Are a Major Pain Point for New Owners

Among all the new tech in today's vehicles, infotainment systems remain one of the most frustrating for drivers, especially as more automakers forgo physical buttons in favor of infotainment touchscreen controls. In J.D. Power's Initial Quality Study, infotainment ranked as the most problematic category, with half of the top industrywide issues connecting to it. 

Trying to access essential functions like climate control through the infotainment system — particularly when buried in menus that require users to swipe through multiple screens — is a major pain point. In fact, many "problems" new owners report turn out to be user error: The vehicle isn't malfunctioning; the customer just doesn't know how to use the tech. That's likely why vehicles with older tech tend to score better in the J.D. Power study: They're more familiar. 

But frustration inside the vehicle rarely stays there. It shows up in negative reviews, lower Net Promoter Scores and reduced dealership loyalty. 

Taking time during delivery to walk customers through key infotainment features can improve their overall satisfaction. Some dealerships even offer follow-up visits or virtual tutorials that customers can access long after they've left the lot. This kind of education can go a long way in building trust, reducing frustration and creating repeat customers. 

Bridging the Experience With Digital Resources

Helping customers set up and understand the OEM-branded app tied to their new vehicle is another great way to extend support. These apps integrate with their new vehicle's core functionality, like remote start, maintenance alerts and more. However, app-based ownership features may feel entirely new for some. The average vehicle on the road today is close to 12 years old, which means many customers last purchased a car around 2013 to 2015 — when OEMS either didn't have apps or reserved them for premium models. 

Assisting new owners with OEM apps won’t only increase their purchase satisfaction but will boost the likelihood they'll come back to your dealership. A 2025 study found that car owners who use an OEM-branded app are 73% more likely to make another purchase from the dealership, 25% more likely to book service appointments, and tend to spend more when they do return. 

By helping buyers understand and activate these apps during delivery (or shortly after), dealerships can improve customer satisfaction with their vehicle and set the stage for future visits. 

Follow-Up Support as a Dealership Differentiator

OEM-branded apps help owners stay connected to their vehicles, but they also create opportunities for dealers to offer in-person support. And that's exactly what today's buyers want. 

CDK found that 77% of EV owners say they want access to a knowledgeable dealership expert to answer questions after purchase. And the top reason shoppers choose a dealership isn't reputation or parts availability — it's staff knowledge. 

But many customers feel so exhausted after the purchase process that they're eager to leave as soon as possible. That doesn't mean they won't need the dealership's support, though; it just means they want it later.