Investing in customer experience is not just “nice to have”; it can deliver incremental profit gains annually.

A recent dealership experience with my grandson has reminded me that the real difference in the car business without a doubt, is the customer experience. Not surprisingly, the data shows that it has a real impact on dealer profitability.

According to a Maritz Research study, the average car dealership could generate an extra $106,000 each year in gross profit, by making their customers’ experience a top priority. (This was a study from 13 years ago, imagine the dollar impact today!).
 
After decades in this business, I’ve seen the market change in just about every way imaginable, from technology in cars to the way customers shop. But one thing has never changed: people remember how you made them feel.
 
Today’s buyers expect more than a great deal. They expect a smooth experience. They want to be treated with honesty, respect, and a sense that their time actually matters.
 
The truth is, most customers don’t leave because of price, they leave because of how they were treated. I believe customer experience has become the single biggest competitive edge in our business.
 
Simplifying the sales process, keeping communication clear, and making sure salespeople focus on establishing a connection, not just a sales-conversion makes customers feel valued.
 
Price and product have become more of a level playing field. But experience is where loyalty lives. Every conversation, service visit, and digital touchpoint can earn trust and create a memorable lasting customer experience.