Improve employee engagement – Employee engagement and customer satisfaction go hand-in-hand. If your front-line employees aren’t happy and committed to your dealership’s success, customers will leave your business unimpressed (at the least) and unsatisfied (at the worst). 

Improve employee training – If your employees don’t know how to do their jobs, can’t do them effectively, or are unable to handle the customer when things go wrong (which they will), customers will get irritated and your dealership could lose that customer, along with  future customers due to negative word-of-mouth.  

Improve staff retention – Do I even need to explain why any business – much less car dealerships – wouldn’t want to improve their staff retention? 

Improve customer loyalty – Of course any business wants loyal customers. But creating and keeping them requires consistently great service. This is a much harder challenge as loyal customers won’t stick around long if they have too many bad experiences -- and the definition of “too many” varies from customer to customer. Often, one could be enough. However, most loyal customers will give you more than one chance. The problem is that you don’t know which will, and which won’t. So, ensure that your customers receive a consistent experience, regardless of which employee services them.  

Get more referrals – Everyone wants referrals, especially car dealerships. Customers who are referred by a friend of associate tend to come in with less anxiety, are less combative, more willing to take advice and more trusting in the dealership and salesperson.  

Improve profits – This, of course, comes from all of the above. You’ll spend less keeping a customer, less training new employees, less acquiring new customers and maintain higher profits -- in both sales and service.