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Every car buyer encounters a series of ‘moments of truth’. Based on the work of Jan Carlzon at Scandinavian Airways (SAS) these are critical touchpoints that shape customers’ decisions to buy today, walk away, and even never to return.
In today’s connected marketplace, those ‘missed moments’ begin long before a customer sets foot in the showroom.
The first missed moment of truth often happens online. A potential buyer reads reviews, assesses star ratings, and scans responses to past feedback. A poor reputation or worse, silence, can quietly eliminate you from the shopping list before a conversation even begins.
This is where a robust Reputation Manager, combined with consistent and intelligent AI-powered replies, becomes essential. Prompt, personalised responses signal attentiveness and trust.
Additionally, if you free up time to deal with the more disgruntled reviews, your replies will be read by potential buyers thinking about using you in the future.
Research tells us that people don’t expect a 5-star bill of health, indeed they are suspicious of a score over 4.7 stars. The most trusted are between 4.2 and 4.7 stars.
93% of people say that online reviews influence their buying decisions and most people (88%) trust online reviews as much as personal recommendation.
Only 3% of buyers would consider a business with no reviews and 73% only trust reviews written in the last 30 days.
So, you must act to keep on top of review content.
The second moment comes during enquiry handling and the sales process. Speed, tone, and follow-up determine whether interest becomes intent. Missed enquiries or delayed responses translate directly into lost sales, often without visibility.
Offering test drives is one of the most essential parts of the sales experience, whether that’s in the showroom or a telephone or email enquiry.
With showroom visits this is now at 75%, up from 70% in 2022 leading to an average Promoter Score (NPS) of 46%, falling to 17% when not offered.
With customers enquiring over the phone and online enquiries this falls to 56% and 50% respectively.
The third moment occurs post-sale. Too many car retailers view the signed order form as the end of the journey, when in fact it’s the beginning of long-term value creation. Post-sales programmes like customer check-ins, service reminders, and feedback loops turn one-time buyers into raving fans, advocates and repeat buyers.
This is an area with the widest gulf between the great and the bang average. When we start working with retailers most of them have a contact rate between 35% and 40%.
This improves once its managed – ‘what’s measured is managed’ – with the average rising to 75% (90%+ in the best groups). 92% of customers who have been contacted since delivery are promoters, falling to 72% if they have not been contacted.
Get this right and customers are much more likely to buy again. Don’t and they won’t.
In a market where margins are tight and competition is relentless, mastering these moments of truth is no longer optional. It’s a strategic necessity.
Neil Addley
Founder and Managing Director of JudgeService