Dealers overestimate customer service, Moneypenny survey finds

Car dealers and other automotive businesses rate their customer service far more highly than consumers do, according to new research from Moneypenny.

The customer communications specialist found significant perception gaps across every major contact channel, with dealerships and other automotive businesses consistently scoring themselves higher than customers for service quality.

The research, based on responses from 200 automotive businesses and 5,000 UK consumers, found the largest gap on social media, where 71% of automotive decision-makers believed they provided a good experience compared with just 34% of consumers.

Businesses also overestimated the quality of customer interactions through web forms, messaging apps, AI receptionists, chatbots, email, phone calls and live chat.

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Response times still a key differentiator

The findings also suggest response times remain a key competitive differentiator.

Seven in 10 consumers (70%) said they were likely to choose the business that responded first to an enquiry.

However, while 79% of automotive business decision-makers believed customers would try again if they did not receive a response, only 23% of consumers said they would.

Around one in five said they would either stop trying altogether or take their business elsewhere.

Jesper With-Fogstrup, group chief executive officer at Moneypenny, said the research showed the perception gap was consistent across the automotive sector, from dealerships and rental providers to MOT centres and bodyshops.

He said: “Many businesses believe they’re delivering a high standard of service, yet customers are telling a different story.”

With-Fogstrup said responsiveness had become critical as consumers increasingly expected fast, convenient communication.

He added: “Responsiveness and real-time communication are no longer a ‘nice to have’.

“They are fundamental to winning trust, securing appointments and driving growth. Those that fail to respond quickly risk losing customers before the conversation has even begun.”

Too much emphasis on personalistion?

The survey also found businesses may be placing too much emphasis on personalisation.

While 84% of automotive businesses considered personalised communication important during first contact, only 68% of consumers agreed.

Instead, buyers prioritised speed of response, professionalism and reassurance from speaking to a person.

Out-of-hours support also emerged as an opportunity for dealerships.

Just 40% of consumers said traditional 9am to 5pm support best met their needs, while 26% preferred access between 5pm and 9pm.

Consumers said extended availability made them more likely to feel reassured (35%), complete an enquiry or purchase (27%) and remain loyal to a business (25%).

Automotive businesses said staffing (47%), affordability (46%) and technology limitations (34%) were the biggest barriers to offering longer opening hours.

The report also found one in 10 consumers could not recall a single memorable customer service experience, highlighting the challenge businesses face in standing out through customer experience alone.

Biggest customer service perception gaps