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Service plan provider EMaC is backing a campaign by the Institute of the Motor Industry to guide women through car servicing.
The campaign followed research carried out by Vital Research & Statistics for the IMI, which found that 17% of women felt at some time they had been overcharged for servicing and 35% were totally reliant upon dealers for guidance
EMaC said it was pleased to back the IMI campaign to ensure every woman buying a new of used car has access to information about servicing.
“Whilst it is certainly not true to perceive that all women in the showroom are shrinking violets, this research clearly shows that there is a real gap in showrooms. This is a threat to customer satisfaction and future aftersales support and an opportunity. We are delighted to support our colleagues at the IMI in their campaign to help guide women through car servicing.
“We are launching a series of sales aids designed for use in the showroom and online to present the case for the convenience, cost effectiveness and transparency of Service Plans as a route to confident car servicing,” said EMaC managing director Angela Barrow.
As well as the support for the showroom buyers, EMaC believes that actively promoting Service Plans to women can have a positive impact of customer recommendations.
“We know from wider research that women are more active in sharing information with friends. This is true face to face and through social media.
“If a dealer can help make a customer’s car servicing easier, then this has to be a positive promotion opportunity for the dealers involved,” said Barrow.