In Focus Consumer Credit
worthless because the instructions never make sense, even if you can find the relevant section – this would help men too, who have the same complaint. l Update websites to reflect female-friendly policies and introduce more women to customer-facing roles; this would be as attractive to men as to women. l Run a Ladies Day, encouraging women to come with friends, mothers with daughters. l Introduce a monthly draw for all car buyers, with simple prizes (no alcohol). lMonitor progress with ‘secret shoppers’ reporting directly to general managers. Importantly, good customer service extends
to the maintenance department. I decided to leave my last dealership, after buying three cars from them, because I was fed up with the rudeness at the service desk, when attempting to book my car in for its regular service, or collecting it. The men on the desk just ignored me, even if they were only talking to each other
If the UK car industry is to continue to grow, its dealers must recognise the potential and capitalise on this element of the car market
or playing with a piece of paper on the desk, instead of looking up, smiling, and offering me a seat (there were no seats) and a coffee while they finished a telephone call, or completed a document. It also grates that I was never offered a
courtesy car (unlike the men I know who used the same dealership) and, if I asked for one, was told none was available. Remember that there are millions of women of all ages in the UK, whether
alone or in a relationship, divorced or widowed; they are independent and very loyal, ready to stick with a dealership which treats them with respect, provides quality customer service, a quality product and value for money. Since re-discovering the best service
manager in Ipswich, I shall stay loyal to that dealership.
Recognise the potential If the UK car industry is to continue to grow, its dealers must recognise the potential and capitalise on this element of the car market. It must also train women engineers and
sales people and, above all, learn to be polite and welcoming. Do not patronise, and will someone please
tell the manufacturer of one of the most popular Japanese two-seater sports cars to stop only using men in their advertising, when this is a car which women love (I have had two!). CCR
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March 2018
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