The RAC’s findings that more than a third of consumers would not return to the dealer it bought a used car from has been judged “misleading”.

[Read yesterday's article]

Dale Woodley, sales director at JudgeService, the first customer satisfaction index service developed specifically for the used car sector said: “Whilst the RAC’s research into customer service from used car dealers is interesting, it is misleading in presenting the UK’s motor industry as one homogenous group.

“We proactively gather customer feedback from over 800 dealers across the country and from this a staggering 92%  are completely or very satisfied with their service and 94% would recommend to friend or family – a fact which isn’t evidenced in these findings.

“It’s very easy to tar dealers with the ‘Swiss Tony’ brush when in reality many deliver extremely sophisticated customer service programmes, aligning staff training and development with the customer experience.

“Companies like JudgeService not only enable dealers to change and enhance their performance directly in line with customer feedback but also provide important independent endorsements on the customer service delivered. This is even more important for customers in the wake of stories such as this.

“When considering the number of consumers who trust online reviews when making a purchasing decision, it is vital for dealers to ensure good customer service is receiving the recognition it deserves.”