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Customer satisfaction high among Mercedes-Benz shoppers, low for others

Posted On Tue, July 12, 2011

A new study is revealing that Mercedes-Benz shoppers are some of the roadway's most satisfied customers when it comes to how they're treated by car dealerships and their salespeople.

According to a survey conducted by the Pied Piper Management Company, a California-based sales and marketing firm, for three years running, Mercedes Benz dealers have ranked highest among shoppers.

This is in stark contrast to the car dealership industry as a whole, however. Comparing this year's survey results with those collected in 2010, PPMC said car shoppers reported salespeople rarely mentioned specific features of the car the buyer might be interested in, nor what made it unique.

To arrive at the results, PPMC hired more than 3,500 ''mystery shoppers' nationwide to shop at auto dealerships and then report back about their experience using the firm's Prospect Satisfaction Index.

Fran O'Hagan, CEO of PPMC, said the negative results overall may be due to dealerships staffing fewer salespeople, which she says has been "common."

In addition to helping shoppers identify a car that suits their needs, salespeople may also offer customers suggestions about which insurers offer the least expensive auto insurance rates.  

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