The client, post-launch of the latest variant in their B category of cars wished to understand the end to end sales process followed at the dealership for a car sale.
The process started with the customer’s first contact with the dealership through phone/web until the last follow up call made to the customer post his actual visit to the dealership.
The Methodology –
The entire process was a mystery shopping exercise conducted at 40 dealerships in Delhi NCR, and Mumbai for three months in a row.
Initial telecall/inquiry through the web was made, which was followed by an actual visit to the dealership
The dealership was asked to provide a test drive at consumers’ place.
This was followed by attending follow up calls if made by the dealerships.
The Outcome –
As an output of this exercise, the efficacy of raising web-based inquiries was checked. Feedback was shared with the client in terms of whether a call back was received or not.
During the actual visit, insights were generated on the promotion of the latest variant, sales pitch followed, knowledge level of sales exec and overall dealership infrastructure.
Specific feedback was given on individual sales representatives so that customized training could be planned to enhance the customer experience.
