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Evaluating Dealer Compliance through Car Mystery Shopping

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THE BRIEF

An automotive industry client aimed to evaluate dealer compliance in terms of sales and maintenance/repairing services. The goal was to understand the adherence to standard operating procedures, customer service quality, and identify areas for improvement.

OUR APPROACH

To achieve the client’s objectives, we employed a comprehensive mystery shopping methodology that included:

  1. Mystery Shopping Visits: We conducted numerous mystery shopping visits across different dealership locations. These visits were designed to cover the entire customer journey, from initial inquiry to post-service follow-up. The mystery shoppers represented a range of demographics to ensure a diverse and comprehensive understanding of dealer compliance.
  2. Dash-Cam Recordings: Each mystery shopping session was recorded using dash-cams, providing 100% video and audio evidence. This allowed us to capture real-time interactions, verify compliance with standard operating procedures, and assess the quality of customer service without any biases.
  3. Evaluation Criteria: We developed a detailed evaluation checklist based on the client’s standard operating procedures and industry best practices. This included criteria such as:
    • Greeting and initial interaction.
    • Product knowledge and presentation.
    • Sales process and negotiation.
    • Compliance with pricing and discount policies.
    • Service booking and maintenance procedures.
    • Communication and follow-up.
  4. Data Analysis: The recorded sessions were meticulously reviewed and analyzed to identify patterns, strengths, weaknesses, and areas of non-compliance. We also conducted follow-up interviews with mystery shoppers to gather additional insights and feedback.

THE OUTPUT

The findings from our mystery shopping study provided valuable insights for the client:

Dealer Compliance Insights:

  1. Strengths: Most dealerships adhered to the greeting protocols, and product knowledge among sales representatives was generally strong. The majority of interactions were professional, and the sales process was transparent.
  2. Weaknesses: Some dealerships showed inconsistencies in following the standard operating procedures, particularly in terms of pricing transparency and discount policies. There were also instances of inadequate follow-up and communication post-service.
  3. Opportunities for Improvement:
    • Standardizing the sales and maintenance processes across all dealership locations.
    • Enhancing training programs to address identified gaps in product knowledge and customer service.
    • Improving follow-up protocols to ensure better customer retention and satisfaction.

Conclusion: Our mystery shopping study enabled the client to gain a clear understanding of dealer compliance in sales and maintenance/repairing services. By leveraging dash-cam recordings, we provided unbiased and actionable insights that highlighted areas for improvement. By addressing the identified gaps and capitalizing on new opportunities, the client can enhance their dealership operations, improve customer satisfaction, and strengthen their market position. This case study underscores the importance of mystery shopping and technology integration in evaluating and enhancing dealer compliance in the automotive industry.