Women customers feel “disadvantaged” in car buying process

Women feel disadvantaged when buying a car due to their gender, according to research of online dealer reviews conducted by CDK Global.

The research analysed 64,000 online reviews from dealer website and found 43% of women did not trust the automotive industry and often described their experiences differently to men.

Among the top 10 words used by women customers were “stressed”, “overwhelmed”, “taken advantage” and “panic” when reviewing their in-dealership experience, with many saying they felt “unsure” or “stupid” in their service and sales reviews.

David Green, UK region vice president, of CDK Global, said: “It’s already pretty well known that generally women are wary of dealerships, however our research highlights the scale of the issue. Not only do women make up a large percent of the buying population, they also influence even more car-buying decisions, which is why it’s so important for dealers to make sure they’re providing women with the right customer experience.”

The online reviews were separated by sales and service, and then further separated them by five-star and one- to two-star reviews. The words most commonly used by both men and women show that overall most people want the same thing: “fair” treatment and “helpful” staff that leads them to ultimately leave “happy”.

CDK Global used the study findings to create the following key advice for creating a better in-dealership experience for women:

• Make eye contact and smile – this helps to build trust and lasting relationships
• Find out what is important to them in their next car – listening and understanding is highlighted in positive reviews
• Empower with knowledge – explaining issues fully can alleviate any concerns and put the customer at ease
• Provide regular updates on work – many positive reviews feature the word “continuously” in relation to their communications with the dealership
• Create targeted advertising campaigns – differentiate messaging for women
• Provide a welcoming dealership environment – the details matter:
  • Clean toilets
  • WiFi in waiting area
  • Children’s area
  • Complimentary drinks
  • Variety of reading material