Understanding the Car Buying Experience
A research project investigating the influence of salespeople's behavior on car purchasing decisions, aiming to uncover insights that can inform sales strategies and customer interactions.
Skills
User Interviews
Affinity Mapping
Journey Maps
Qualitative Analysis
Team
Anushka Pimplikar
Hazel Tsai
Neha Sehgal
Xiao Yu
Background
This project was conducted as part of the Advanced Usability course, involving a collaboration with CDK Global and their research team. The primary aim was to gain insights into the car buying experience and explore potential strategies to streamline the sales process.
CDK Global
CDK Global is a prominent provider of integrated technological solutions for the automotive retail sector. While offering a range of services, including dealership management systems, customer relationship management tools, financial and insurance products, and digital marketing solutions, the company also extends its software solutions and services to support various aspects of automotive business operations.
CDK Global believes there are opportunities to expedite the customer's purchasing journey and increase conversion rates in car sales. By delving deeper into the customer's perspective and their experience, the project aimed to pinpoint dealership actions that could enhance the user experience while identifying those that may have a detrimental impact. The goal was to gain a comprehensive understanding of the user's viewpoint, thus improving their overall car-buying experience by recognizing positive actions and avoiding detrimental ones.
Research Focus & Goals
Research Question
Given the historical emphasis on operational efficiency within CDK Global's technology solutions, where the car buyer's experience has often been overlooked, it is imperative to investigate the factors influencing and potentially hindering the car-buying process, particularly within the dynamic automotive market. Recognizing the diverse pathways that individuals can embark upon when acquiring a vehicle, our research question is as follows:
Goals
ONE
To understand the buyer's perspective on the actions of salespeople
TWO
To comprehend consumer behaviors at various stages of the car buying process.
Methodology
Screener
A screener was designed to ensure that participants met specific criteria essential for the study. The screening criteria included:
Car Purchased in and after 2021: To ensure relevance to recent car-buying experiences, participants needed to have purchased a car in the year 2021 or later. This criterion allowed us to focus on individuals with up-to-date insights into the modern car-buying process.
Purchased from a Dealership: Participants were required to have acquired their vehicles through a dealership. This criterion aimed to concentrate on individuals who engaged in the traditional dealership car-buying process, providing insights specific to this context.
The screener can be viewed here.
Interviews
Semi-structured interviews were conducted with participants. The interviews were guided by a set of open-ended questions designed to explore their car-buying experiences in depth. Interviews were conducted in person and via video calls, allowing for flexibility in the data collection process. Detailed notes were taken during the interviews to capture key insights and observations.
The interview guide can be viewed here.
Participants
Our recruitment process led us to finding 10 participants that met our criteria:
Empathy Mapping
Empathy maps were created to gain a deeper understanding of the emotional and behavioral aspects of participants during their car-buying journey. By visualizing their thoughts, feelings, actions, and pain points, these maps provided a rich source of qualitative data, revealing areas where users may have experienced frustration or delight.
User Personas & Journey Maps
User Personas
Drawing from our interviews with the participants and the insights gained through empathy maps, we were able to delineate two discernible personas. These personas represent distinct segments of our user base, each characterized by unique goals, challenges, needs, preferences, behaviors, and their journey
The First-Time Buyer
Opportunity
Cultivating Trust and Loyalty
Implementing a structured referral program stands as a powerful avenue to expand the dealership's reach. By formalizing a system that rewards loyal customers for referrals, the dealership taps into the influential network of personal recommendations. Recognizing and incentivizing these referrals not only amplifies the customer base but also cultivates a culture of trust and loyalty, fostering lasting relationships.
Transforming Sales Approach for Customer-Centric Consultation
Investing in sales team training geared toward a consultative approach is pivotal. Equipping staff with the skills to educate and guide customers without pressuring quick decisions enhances the purchasing experience. Prioritizing customer needs and education over rapid sales closures establishes an environment where buyers feel understood, ultimately fostering enduring and positive relationships.
Elevating Customer Satisfaction through Transparent Communication
Establishing robust communication strategies during unexpected situations, such as delays or purchase issues, is crucial. Proactively offering transparent updates and thoughtful solutions showcases the dealership's commitment to customer care. Embracing transparency in all interactions not only mitigates inconveniences but also solidifies trust and loyalty, significantly elevating overall customer satisfaction.
The Informed Buyer
Opportunity
Comprehensive Online Presence
The dealership has a prime chance to revolutionize its online platform, ensuring a seamless and informative experience for customers. By enriching the website with in-depth vehicle details, real-time stock updates, and appointment-free information access, the dealership can build trust and convenience. Enhancing the user interface for easy navigation across devices would amplify the appeal and accessibility of the online showroom, meeting customer demands for detailed, accurate, and readily available information.
Tailored Customer Engagement
An opportunity exists for the dealership to pivot towards a more personalized sales approach, prioritizing customer preferences and needs. Through specialized training, emphasizing consultative selling and empathetic understanding, sales staff can engage customers in a more meaningful way. Equipping them with digital tools for on-the-spot customization and actively seeking customer feedback for continual improvement would foster a sales environment that aligns with individual customer expectations, enhancing satisfaction and loyalty.
Key Takeaways
Reflection
Unique Individual Journeys: The journey map revealed the inherent uniqueness of each person's car-buying experience, shaped by diverse preferences and decision-making approaches, fostering a greater appreciation for individuality in the process.
Enhanced Awareness and Empathy: Utilizing the journey map not only highlighted areas needing improvement but also facilitated clearer decision-making, fostering empathy for others' journeys and prompting personal reflection on the influential role of actions and reactions throughout the experience.