The used car market is a dynamic environment characterized by constant change and high customer demands. In this challenging market climate, customer surveys are becoming increasingly important as a tool for gaining valuable insights into customer requirements, experiences and satisfaction. Through targeted surveys, companies can not only improve the quality of their products and services, but also gain insights into market trends, customer behavior and their competition.
The challenge is to design customer surveys in an effective and targeted manner in order to obtain meaningful results. This requires an industry-specific approach that takes into account the special features of the used car market. This involves aspects such as buying motivations (e.g. vehicle requirements), as well as determining preferences and precisely analyzing the target group. The after-sales process plays a particularly important role in the used car market, as do pricing and negotiation processes. From formulating relevant questions and integrating customer feedback into business strategies to analyzing and implementing the insights gained – each phase of the survey process holds its own challenges.
Active integration of lost leads
Lost leads are potential customers who have shown interest in a vehicle but ultimately did not make the purchase. Getting feedback from lost leads is a particular challenge in the used car market. This is because they are more difficult to win over for a representative survey, as their commitment is significantly lower. However, over the years, we at SKOPOS have developed measures to convince lost leads that their feedback is valuable for the further development of procedures and processes.
They can often share their experiences with different brands in the automotive sector and specifically state why they decided against a vehicle of a certain brand and which criteria played a decisive role. One way of encouraging them to take part in a survey in order to gain these valuable insights is through an incentive system, such as vouchers or discount campaigns. It can also help to emphasize how important their feedback is for improving products and services.
The role of trend topics such as sustainability and current technologies
Although sustainability is a trending topic on the market, in reality it is often not a priority when buying a used car. When it comes to current technologies in vehicles, customers are particularly concerned about receiving outdated systems that can no longer be updated without over-the-air updates and thus receiving a technically outdated vehicle. These concerns are particularly relevant at a time where digital innovations and technologies are having an ever-increasing impact on the vehicle industry. Without the ability to regularly update systems, customers could not only lose access to new features and improvements but may also see safety and performance compromises in their vehicles.
Dynamic market: being up to date in customer surveys
In order to keep our customer surveys up to date and ensure the interest of participants, we integrate adaptable elements into regular and recurring surveys. This allows us to take current issues into account and ensure that our surveys remain relevant.
It is important to ask specific questions about current trends in the automotive sector and find out which ones are favored by buyers and what they mean to them. In this way, we can clearly identify what customers are focusing on and which features influence their purchasing decisions. In particular, technical features such as infotainment systems, assistance systems and other innovations in the automotive sector play a decisive role. They are continuously adapted to meet the needs of consumers.
In order to take adequate account of price trends, specific questions should be asked about willingness to pay for used cars. This involves comparing different brands and models and assessing the value of the potential purchase compared to other options. External factors such as market demand, supply, availability, seasonal fluctuations (before and after COVID-19) and economic conditions (e.g. subsidies for electric cars) play a major role here.
Understanding the customer journey, optimizing business decisions
We analyze the requirements and needs of customers in terms of their experience with products, the dealership and after-sales service. In doing so, we look at the entire customer journey and identify specific touchpoints that are different for used car customers than for new car buyers. For example, the vehicle configuration is irrelevant for used car buyers, while the test drive plays a central role in assessing the condition of the vehicle. In contrast, the vehicle delivery is often celebrated when buying a new car, whereas used car buyers usually just get in and drive off. Based on these findings, we develop concrete measures for future strategies and processes in joint workshops. This allows us to deduce what requirements used car customers have for retrofit options or digital upgrades, as well as the extent to which these influence the attractiveness of used cars.
The configuration of new cars and the equipment of used cars are also important, although the latter can only be customized to a limited extent through retrofit options or updates. While new car buyers like to configure their desired features, used car customers have less leeway here and have to rely on the existing range. In addition, the “technical check” and the longevity of the vehicle are crucial. Used car warranties or specific maintenance contracts, especially for vehicle wear and tear, are relevant for used car buyers in order to protect themselves accordingly.
It is important to provide proper support during the purchasing process in order to increase the satisfaction of used car buyers. After all, a pleasant experience and supportive guidance create trust and can build a long-term relationship.
The three most common mistakes made in customer surveys in the used car sector
Customer surveys are a valuable tool for gaining insights into the needs and experiences of used car buyers. However, mistakes can also be made when conducting them, which can impair the quality of the data obtained and the decisions made based on it.
- Lack of relevancy of the questions
As soon as questions are not tailored to the specific needs and experiences of used car buyers, answers can quickly become too vague or not meaningful enough.
- Lack of depth of detail in the data analysis
Sometimes collected data and results are not analyzed in depth to gain truly relevant insights. Without a comprehensive analysis, important patterns, trends or problem areas are often overlooked.
- Insufficient follow-up
Even if feedback is obtained from customers, it is often not followed up with concrete measures to improve the used car purchasing process in the future. This can lead to frustration on the customer side and damage trust in the brand. It is therefore important that companies take feedback seriously and respond to it accordingly.
Conclusion: Flexibility and an industry-specific approach are the be-all and end-all
Customer surveys in the used car trade represent an exciting challenge that requires a well-thought-out strategy. With an industry-specific approach, flexibility and thorough data analysis, companies can gain targeted insights. It is important to involve all stakeholders – from lost leads to existing customers. With continuous development, companies can position themselves for long-term success and set themselves apart from the competition.
