by
Tess Karesky
| 07/07/2017
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In Her Own Words

 

“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.

 

Tess Karesky
Tess Karesky

Tess Karesky is a Marketing Research Specialist at CDK Global providing insights and thought leadership to drive the industry forward. She has researched the behaviors and habits of Millennial, luxury, Hispanic and female shoppers, in addition to other consumer groups. Her findings include insights into optimizing web content, reputation, advertising, sales and service experience, and customer retention. Her research has been presented to automotive executives at Lexus, Audi, Nissan, Infiniti and GM, as well as industry events including the Driving Sales Most Valuable Insight award. She feels strongly in the value of quality, engaging research that provides actionable insights. She can be reached at tess.karesky@cdk.com.