The pulse of the customer: Richard Cooper

Are you listening to customers?

Are you listening to customers?

April 24, 2015 at 2:09 pm Comments are Disabled

Dealerships have measurement tools to record customer feedback. But are they really listening? THE AUTO INDUSTRY is probably one of the most avid users of “voice of the customer” data. We use surveys of one type or another to measure brand image and consideration, to gauge vehicle quality, to tell […]

Read more ›
Source:  PricewaterhouseCoopers (PWC) Total Retail Canadian customer expectations driving the next retail business model, February 2014

Chasing consumer expectations

March 20, 2015 at 1:40 pm Comments are Disabled

The research is mounting that consumers expect much more from retailers — but how can you respond? Many times in this column, I’ve referred to the need for dealerships to see themselves more as mainstream retailers than as a highly specialized and different breed. If we do not make that […]

Read more ›
The wrong approach?

The wrong approach?

January 8, 2015 at 4:02 pm Comments are Disabled

Why trust and not price is the key to not only earning our customers’ business but also retaining it Is Ivan Pavlov alive and well and working in your dealership? Pavlov, if you remember, was a Nobel Prize winning Russian psychologist whose views on conditioned response learning became prominent in […]

Read more ›
What are we missing?

What are we missing?

December 29, 2014 at 4:57 pm Comments are Disabled

Richard Cooper looks at Customer Satisfaction Measurement and asks if we’re really tackling the issue head on It always interests me to see how, when you look at satisfaction levels across business sectors (such as banking, travel, airlines, telecommunications, foodservice), the auto industry generally tends to perform fairly well. Having […]

Read more ›
More than information

More than information

November 4, 2014 at 7:07 pm Comments are Disabled

Some months ago, I wrote about an informal survey of dealerships in North York, Ont. and how many were just not geared up to greet and engage the digital customer’s attention. Recently, I did some more mystery shopping at retail malls and at a number of car dealerships. I was […]

Read more ›
Far from black and white

Far from black and white

September 2, 2014 at 5:57 pm Comments are Disabled

RICHARD COOPER ASKS WHO REALLY “OWNS” THE CUSTOMER WHEN IT COMES TO DELIVERING THE AUTOMOTIVE RETAIL EXPERIENCE Back in the 1990s, I attended one of Automotive News’ Congress sessions in Detroit. One of the keynote speakers was Francois Castaing, who was then Vice-President of Vehicle Engineering for Chrysler. The title […]

Read more ›
Car sharing – how many sales could it replace?

Car sharing – how many sales could it replace?

June 25, 2014 at 5:42 pm Comments are Disabled

THE CHALLENGES (AND ALSO BENEFITS) CAR SHARING COULD BRING TO AUTOMOTIVE RETAILING No one will argue that car sharing is essentially an urban trend. It’s also true that it’s witnessing significant growth both in Western Europe and North America. While we see the evidence around us in cities like Toronto, […]

Read more ›
Joining the mainstream

Joining the mainstream

June 18, 2014 at 6:19 pm Comments are Disabled

WHY DOING WHAT WE’VE ALWAYS DONE IN AUTO RETAILING SIMPLY ISN’T GOOD ENOUGH ANYMORE We talk about change and adopting the ways of a dynamic retail sector, but many things remain the same in auto retailing. Customer expectations continue to evolve rapidly and customers are less likely to separate their […]

Read more ›
Canadian auto dealer