It’s been said time and again: customer experience is key — and particularly for women, who influence 85% of vehicle purchasing decisions and buy 65% of new vehicles, according to a July 2019 study from CDK Global.
So why do only 38% of women feel confident about buying a vehicle? And on the flip side, why are there so few women in dealership roles? (Hint: the study shows 62% of female job seekers said their negative view of the car-buying process prevented them from working in the sector.)
“Interestingly enough, there’s one survey that found that female shoppers would rather shop with women salespeople,” said Joy Quaile, Manager of Customer Relations at Hyundai Canada, in an interview with Canadian auto dealer. “But when you look at dealer bodies, and it’s only about 8% of frontline dealership roles that are held by women, it’s statistics like this that really highlight the importance of empowering women, especially in the automotive sector for female consumers.”
Joy Quaile, Manager of Customer Relations at Hyundai Canada
Women-Drivers.com published a national (U.S.) industry report that considered reviews and survey data from January 2017 and June 31, 2018, and came to the conclusion that, “almost universally,” women’s satisfaction scores with a dealership were higher when dealing with female sales advisors. The report also notes that customer experience is the cornerstone to successful relationships — and that women consultants were rated higher in each part of creating a successful relationship: trustworthiness, being respectful, likable, and understanding.
Quaile said OEM brands, like Hyundai, need to listen to these types of statistics and respond by creating more opportunities for women to want to work in frontline dealership roles, including as sales consultants.
“This actually led many of our dealers to adopt a woman-to-woman buying experience,” said Quaile. “It covers women from all levels of their stores, and includes a needs analysis with a female product specialist, a test drive with that woman-to-woman female product specialist, as well as walking them through the features of the new vehicle.”
This includes things like programming the radio station in the vehicle, adjusting the seat, pairing the customer’s Bluetooth, setting up the navigation system, and overall ensuring that the customer is pleased with their purchase and confident with how to use all the features in the vehicle.
Quaile said their dealers adopted their own process of a woman-to-woman buying experience. She said their dealer network worked closely with their buyers to understand specifically what they were looking for in a vehicle, which in turn allowed them to cater the experience to each customer’s specific needs and ensure they walk away with exactly what they are looking for.
The company also launched its Hyundai Express Shopping experience and its Hyundai BuyRight program; both are online programs, and together they offer convenience (express shopping program), flexibility (five-day vehicle exchange commitment), transparency (customer reviews through Reevo), and peace-of-mind (warranty). Quaile said these programs allow the buyer to take their time with the buying process, and to be sure that what they are looking for in terms of product, whether it’s an SUV or sedan — that it fits their needs and lifestyle.
“Ultimately, it’s designed to provide customers with a seamless process and a hassle-free pricing approach,” said Quaile. “The Hyundai Express Shopping and BuyRight program that Hyundai has includes a dedicated personnel that you’re dealing with for online inquiries. It’s an account manager-type arrangement; there’s a video showroom for consultations and appointments.”
At the corporate level, Quaile said Hyundai Canada has expanded its employee resource groups and now has one dedicated to women to further their careers. They are also creating more scholarships and partnerships with automotive colleges to attract females to the industry, at every level and in every department. The idea is to create more awareness around the issue.
The OEM is also conducting surveys and connecting with employees, including in dealership positions, to understand how they can create a more attractive environment for all potential employees — especially new graduates — while ensuring the diversity and inclusion conversation is being considered as well, and within the entire company.
Looking back at the report from Women-Drivers.com, the company said its results indicate that when women car buyers connect with women on the front-line, satisfaction rates are higher at new car dealerships. “Women and men don’t shop the same way, and a one-size sales approach does not fit all,” said the report.
Overall, Quaile said the basic answer is to strive to ensure that every person who walks into a dealership has a positive experience, and that “the positive experience that you provide them with will last and leave the customer feeling good about the brand overall.”
This, she said, can impact multiple purchasing decisions a long way down the road — not just for women, but customers in general.
