MONTREAL, Quebec — Agility Metrics this week released the results of a recent study of the factors that influence purchasing behavior in the automotive aftermarket. The company said the report’s key finding was that positive customer experiences are the No. 1 driver of both new and repeat business in the automotive aftermarket, influencing as many as 80 percent of all customer purchasing decisions.
Agility Metrics analyzed customer feedback data from more than 8,000 customer visits to more than 120 North American service centers and parts stores. Respondents were asked to indicate which factors most influenced them to purchase car parts or services from aftermarket retailers and car repair centers. Sixty percent of respondents indicated that they purchased car parts or services as a direct result of a past positive customer experience. A further 20 percent of respondents indicated that they purchased car parts or services after hearing about the great experience had by a friend, colleague or family member.
Positive customer experiences, therefore, drove sizable amounts of revenue in two different ways, the company noted — directly, when a great experience or series of experiences motivated a customer to return and purchase from the brand; and indirectly, when a great experience caused someone to praise the brand and the viral impact of that endorsement drove friends, colleagues or family members to shop or service their cars at a particular location.
To download a copy of the full report, entitled "The ROI of Great Customer Experiences," click here.
Customer feedback management company Agility Metrics serves leading automotive aftermarket brands in helping them manage customer experiences in thousands of parts stores and service centers across North America.
