CDK Global survey shows what customers mean by “transparent service pricing”

CDK Global recently launched an e-book called Five Service Features To Invest In Now, which details survey results stemming from its Service Shopper 2.0 market research for dealership business growth.

Among the many highlights; the book notes that, when it comes to transparent service pricing, 45 per cent of consumers want a guaranteed lowest price, a detailed invoice of all the fees, and real-time cost updates on vehicle repairs.

“Inflation is a more permanent part of our everyday lives — so price matters to shoppers across the retail and service experience. To have a realistic picture, understanding the costs of specific service activity is vital,” said CDK Global in its report.

According to CDK Global, some of the strongest sentiments among consumers were noticeable when the complete cost at the time of booking was not included: 45 per cent of consumers “love it” and 34 per cent for “hate it.”

The company also said the high percentage of respondents who said they would “hate it” if the cost breakdown was not included was surprising. They advise dealers to alleviate concerns when the process begins — especially if they want to avoid making boomers feel alienated.

Outside price transparency, the study also found that nearly 50 per cent of consumers want timely, proactive reminders for their vehicle when it comes to maintenance and vehicle updates. And factory-trained technicians and certified parts scored high — 41 per cent — among respondents as a “love-to-have.”

As for dealership service departments that do not yet have a dedicated area for remote workers and parents, 48 per cent of respondents said they would “love it” if the dealer had a designated work or play area they could remain in while waiting for service to be completed.

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