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Advertising gets potential customers to the showroom or website, but that's just the start of the process. Prospects need to be acknowledged quickly and genuinely, they need to be listened to and a rapport developed, otherwise a sale will not occur. Automotive mystery shops and customer surveys evaluate each step of the process - whether the customer is on the phone, at the showroom, or on the dealer's website. And it doesn't stop with the sale. Customer loyalty and repeat business can be significantly impacted by how they're handled by the Service or Parts Department - whether on the phone or during a visit to the dealership. |
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