Artificial intelligence (AI) is rapidly reshaping the car-buying experience, creating a more consumer-centric environment that’s driving car buyer satisfaction to an all-time high. In today’s episode of Driving Solutions, Greta Crowley, Vice President of Retail Marketing at Cox Automotive, unpacks the key factors behind this shift and how AI-driven solutions can improve dealership CSI scores and profitability.
"At Cox Automotive, we've been really focused on making that shopping experience relevant, seamless, and even enjoyable."
The latest Cox Automotive study, “The 4 Key Drivers of Shopper Satisfaction,” found that increased use of AI tools, which enhance personalization and automation throughout the buying journey, is the primary driver behind higher car buyer satisfaction.
Drivers of shopper satisfaction
The study uncovered that there are four key drivers behind customer satisfaction.
- Education: Consumers feel more informed than ever before. Dealerships that guide and educate consumers throughout the buying process build trust, enhance the customers’ experience and foster long-term loyalty.
- Transparency: Clear and straightforward communication throughout the car-buying journey, including interactions with the F&I office and service department, helps customers feel informed, confident and in control.
- Collaboration: Buyers are increasingly viewing dealership staff as partners, rather than adversaries. They appreciate knowledgeable staff who work alongside them to secure the right vehicle and reach an agreeable deal.
- Control: Buyers are feeling empowered. They have access to information, understand the process, and experience staff partnership, which contributes to higher satisfaction scores.
Three persistent friction points
Despite overall improvement, the study identified three key friction points that can lead customers to abandon the buying process: trade-in offers, F&I and idle time.
- Trade-in offers: About a quarter of shoppers who consider leaving the process cite trade-in offers as a significant reason. Buyers want quick, fair evaluations and transparent explanations of how vehicles are valued. AI-powered valuation tools, such as vAuto or Kelley Blue Book Instant Cash Offer, provide data-driven insights that support trust and clarity.
- F&I: The F&I process remains stressful for many customers, who often feel pressured or confused by pricing and add-on options. AI and automation tools such as Deal Central streamline manual tasks, allowing staff to focus on collaborative, customer-centric conversations with clear explanations of costs and products.
- Idle time: Although often overlooked, excessive wait times can significantly impact CSI scores. Proactive communication and engagement, combined with omnichannel tools, enable customers to start transactions online and reduce wait times at the dealership, thereby enhancing the overall experience.
The key to unlock profitability is customer control
There’s a common misconception among dealers and F&I professionals that giving consumers more control will reduce profitability.
Crowley argues that it’s the opposite. Giving customers more control builds trust, fosters loyalty, drives long-term revenue and increase car buyer satisfaction. By embracing AI-driven personalization, transparency and automation, dealerships can deliver seamless, enjoyable experiences that benefit both customers and staff.
Click here to read Cox Automotive’s “The 4 Key Drivers of Shopper Satisfaction” study.
