Toyota dealers have the highest rate of customer satisfaction, according to a JudgeService analysis of 12,996 used car customer reviews.
The Toyota dealers achieved a commanding lead scoring a Net Promotor Score (NPS) of 89 with 88.1% of respondents being offered finance, 93.7% offered test drives, 95.3% made aware of service plans and 78.5% receiving follow-ups after purchasing.
Neil Addley, managing director of JudgeService, said: “Our research identifies the importance of the Big Four customer satisfaction drivers and how Toyota dealers have processes in place to ensure customers are offered finance and test drives, made aware of service plans and contacted after purchase.
“Toyota dealers’ high NPS is also the result of having consistent campaigns and products which resonate with sales staff and rewards them, making them less likely to move to brands that provide less clarity.”
Toyota was followed by Ford (83.7), Honda (82.8), Suzuki (82.4) and Nissan (81.9).
Hyundai placed sixth (81.6), followed by Land Rover (81.3), BYD (80.9), Volkswagen (78.3) and Seat (77).
The average NPS for all brands surveyed was 79.2, with the lowest scoring just 74.2.
Addley said: “The research also highlights that the badge on the dealership can make a 15-point NPS difference in used car customer satisfaction. While dealers often excel at the sale, it is the lack of follow-ups that is having the biggest negative impact on NPS.
“We found over a quarter (27.2%) of customers were not contacted after purchase, while only 8% were not offered a test drive; showing the customer journey becomes less consistent once the vehicle has left the forecourt.”
