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How to make customer feedback part of your dealership’s growth strategy

In today’s highly competitive market, dealerships are continuously searching for new and creative ways to gain a competitive advantage. One often underestimated resource that can provide invaluable insights is customer feedback. The purpose of this article is to change your perspective on customer feedback, highlighting its potential as a strategic asset that has the power to drive growth for your dealership.

The Evolving Automotive Landscape

The automotive industry is undergoing rapid changes as electric vehicles become more prominent, online sales grow, and customer expectations for a seamless purchasing experience rise. To stay relevant, dealerships must adapt and evolve. Customer feedback serves as a crucial guide in helping dealerships tailor their strategies to meet the market’s demands.

The automotive industry is currently experiencing major transformations. These include the emergence of subscription-based services, advancements in autonomous driving technologies, and an increasing focus on sustainability. Car dealerships that do not adapt to these changes risk losing relevance. In this ever-evolving landscape, customer feedback holds significant importance as it provides real-time insights into how these changes affect consumer behavior and expectations.

By actively seeking and attentively listening to customer feedback, dealerships can gain valuable insights that guide data-driven decisions. This approach allows them to enhance their services, update product offerings, and refine strategies for engaging with customers. By promptly responding to customer input, dealerships can strengthen existing relationships with customers while also attracting new ones who align with the dealership’s evolved vision and offerings.

The Strategic Value of Customer Feedback

Customer feedback serves a greater purpose than just identifying flaws. It provides an opportunity to truly understand the needs and preferences of your customers. By effectively utilizing feedback, you can gain valuable insights into the areas of your business that are successful and uncover opportunities for improvement. This knowledge can then inform your strategies and propel growth.

Gathering feedback from customers serves multiple purposes. Not only does it help boost sales and promote additional products or services, but it also provides valuable insights into market trends and customer concerns. This enables businesses to address issues proactively before they escalate. By translating customer feedback into actionable knowledge, dealerships can upgrade customer satisfaction and gain a competitive edge in the ever-evolving automotive industry.

Strategies for Effective Feedback Collection

Collecting customer feedback can be done through various channels:

  • Surveys: Post-purchase or service surveys can provide immediate insights.
  • Online Reviews: Monitor platforms like Google Reviews and Yelp to gauge public perception.
  • Direct Communications: Encourage customers to share their thoughts directly, whether through emails, phone calls, or in-person conversations.

Analyzing Feedback for Actionable Insights

After collecting feedback, the next crucial step is to analyze it carefully. Pay close attention to recurring themes or patterns that might indicate larger issues or opportunities. This valuable data will provide insights into customer needs, preferences, and pain points.

Implementing Changes Based on Feedback

Once you have analyzed the data and gained insights, the next crucial step is implementation. This means addressing the issues and opportunities identified through customer feedback, such as improving customer service, tweaking your sales strategy, or upgrading your facilities. Implementation is key to translating analysis into tangible results.

Encouraging Continuous Feedback

Collecting feedback shouldn’t be a one-time event; it should be an ongoing process. To promote continuous communication, you can establish long-term channels like newsletters, follow-up emails, or even a dedicated feedback portal on your website. This creates an environment where customers feel encouraged to consistently share their thoughts, helping you to gain valuable insights regularly.


In the fiercely competitive automotive industry, customer feedback plays a crucial role as a valuable resource. It offers invaluable insights that drive business growth for dealerships. By proactively collecting, analyzing, and acting on customer feedback, dealerships can enhance the overall customer experience and make informed decisions that contribute to long-term success. So, the next time a customer expresses their thoughts, remember that it’s more than just feedback; it’s the fuel that propels your dealership’s growth engine.

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Joseph Iyanu
Joseph Iyanu
Joseph is a contributing writer and reporter for CBT News. He has over five years of experience holding various different positions in both independent and franchised car dealerships. Joseph is a dedicated advocate for the automotive industry and offers readers a unique blend of insider knowledge and the latest industry trends. Join Joseph as he explores the ever-evolving world of auto dealerships, shedding light on best practices across all departments, from sales and finance to service and parts.

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