The latest J.D. Power and Associates survey of consumer satisfaction with the dealership sales experience demonstrates once again how even the loftiest of corporate aims is worthless if not executed at the operational level.
The 2003 survey found that more than 25 percent of respondents had walked out of a dealership without buying because of perceived lousy treatment by salespeople. About half of those dissatisfied prospects abandoned the brand entirely.
Despite corporate marketing and ad programs that claim that customer satisfaction is a company's highest priority, the Power numbers prove that companies don't satisfy customers; people do - or don't - one by one.