Ducati Tops Customer Satisfaction Charts
Ducati dealerships ranked highest in a newly released Satisfaction survey, one of a series of annual benchmarking studies which measure how consumers are treated when shopping for a new motorcycle. The independent study sent anonymous “mystery shoppers” into motorcycle dealerships nationwide to determine how each brand’s dealerships treat motorcycle shoppers.
Ducati improved 3 points from 2008, whilst previous leader Harley Davidson declined handing Ducati the top spot for the first time. This was the first time in 3 years that Harley had not been on top. In fact the data shows a progressive decline for Harley whilst all other brands have been improving. Nevertheless Harley remains number 2, ahead of BMW and Victory.
Interestingly, all the Japanese brands lie below the overall industry average with Honda being rated the worst of the majors. Aprilia, KTM, Moto Guzzi and Husqvarna returned the lowest scores.
Examples of sales process factors dominated by Ducati salespeople include the ability to answer product questions, offering test rides, offering brochures and asking for the sale. Harley-Davidson salespeople led all brands for taking time to determine how a motorcycle would be used, and for addressing features and benefits specific to the prospect’s wants and needs. BMW salespeople ranked first for greeting prospects promptly, for making the special order process easy and for mentioning the availability of accessories.
“For the motorcycle industry as a whole, the 2009 PSI results show substantial and widespread improvement in the way salespeople interact with motorcycle buyers,” said Fran O’Hagan, President of Pied Piper Management Co., LLC (PPMC). For example, comparing the 2009 study results with the previous year shows that motorcycle salespeople were 11% more likely to introduce themselves, 8% more likely to ask follow-up questions, and 13% more likely to encourage a prospect to go ahead and sit on a bike.
Source: Pied Piper Group Press Release
To be honest, I remained unimpressed with the service at most motorcycle dealerships, including my local dealer. I guess this survey implies that it could be even worse. Let me know in the comments what your experiences with dealers have been like.
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