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Learn the importance of a technology specialist at your store.

A recent JD Power Study shows that the problems with infotainment, navigation and in-vehicle communication systems- collectively known as audio, communication, entertainment and navigation now account for 20 percent of all customer-reported problems.

The most reported problems are bluetooth pairing/connectivity and build in voice recognition systems misinterpreting commands. Navigation systems are another reported problem.
Why is it important that you address these issues? Because it directly impacts brand loyalty.

Among owners who experience no problems with their vehicles, 55 percent purchases the same brand again, while only a third of owners who had to replace a component outside of normal wear and tear said they would definitely purchase or lease the brand again.

Make sure your sales team is up-to-date on the technology aspect and how to sell it, and it always helps to have a technology specialist whose sole job is to explain the technology.

If a customer doesn’t use a feature in the first 30 days; they tend not to ever use it. So have your dealership help set up the technology for every customer. This will also help with overall satisfaction.

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