In Her Own Words: Winning the Trust and Confidence of Women Science, Language and Gender: What 64,000 dealer reviews teach us about improving the customer experience and increasing profits.

1. In Her Own Words:
What 64,000 customer
reviews taught us about
improving the customer
experience

2. Gender Differences

3. “As a woman, I was worried how the
waiter might treat me. It was a
pleasant surprise when my waiter
really listened to my order, and didn’t
treat any of my questions about the
dishes like they were dumb.”
“Going to a hotel alone is intimidating
as a single woman. I was so
relieved to have a front desk that was
willing to explain each charge and
didn’t try to take advantage of me.”

4. “As a woman, I feel like a bit of an alien in a car dealership sometimes.”
“He answered all my woman questions, which I’m sure were dumb to a man.”
“As a single woman, walking into a dealership was terrifying.”
“I went into [the dealership] as a single older woman, being warned that you
should never go without a man.”
“They did not treat me like I was a single woman.”

5. “As a woman, I feel like a bit of an alien in a car dealership sometimes.”
“He answered all my woman questions, which I’m sure were dumb to a man.”
“As a single woman, walking into a dealership was terrifying.”
“I went into [the dealership] as a single older woman, being warned that you
should never go without a man.”
“They did not treat me like I was a single woman.”
“As a woman purchasing a new car, you
always worry that salespeople won’t treat you
or respect you as much as a man making the
same purchase.”

6. Who Wears the Pants?

7. Automotive
43% of women distrust the
automotive industry
SheSpeaks and Womenkind 2017

8. A Bad Reputation
History
Representation Anecdotes

9. The Study

10. What to do With 64,000
Reviews?

11. What Everyone Wants
Positive sales words
Positive service words
Negative sales words
Negative service words
price
helpful
happy
honest
fair
courteous
loaner
knowledgeable
accommodating
washed professionalism
personable
never money
business nothing
angry error
help
bill inspection
poor

12. Men Keep it Technical
crew cab
solid
liner no BS
well versed
dieselperforming
seal
vibration
engine
notice
dollars
certified
mentioned chrome
screws
gasket
hell

13. … With One Exception
“THANKS FOR HELPING ME KEEP MY WIFE HAPPY!”
“Daniel did a great job making my wife comfortable with the process and
working with us to strike a reasonable deal.”
“My wife, who has health issues, was so upset by all of this that she spent the
next week in bed due to excruciating pain caused by the stress of this ordeal.”
“Fantastic customer service and my wife is never intimidated to go up there.”
“I DEFINITELY FELT MY WIFE WAS BEING TAKEN ADVANTAGE OF IN
THIS EXPERIENCE.”
“MY WIFE WAS VERY HAPPY! HAPPY WIFE HAPPY LIFE!!!!!!!!!!!!!!!!!!!!!!!!!!!”

14. Women Want to Share
“Also, as a senior female shopping alone for a car for the first time, the
sales people were very helpful and I felt they were trying to get me the
best deal.”
“I feel that being that I'm a black female, I'm
not shown the type of customer service that
others are shown.”
“I felt, as a young woman, that I was brushed off and spoken to
patronizingly.”
“That was an insult to me as a professional
business woman.”

15. Starting in the Hole
Compassion
Compassionate
Lovely
Stressed
Overwhelmed
Taken advantage
Panic
Anxiety

16. Get Back to the Basics
- Take the time to get to know the customer
- Acknowledge that buying a car can be stressful
- Treat her like an individual
- Be personable
Millennial highlight
Several reviews said
they’d come back
for the customer
service alone.
“He made eye
contact and
smiled.”

17. Knowledge is Power
“Everyone is wonderful and if you are unsure about anything
concerning your vehicle, they will explain it to you very thoroughly.”
“From the time I brought my car in to the time I left, he continuously
kept me informed about the nature of the problem, method of fixing
it, and final outcome.”
“They didn't make me feel stupid and they made me feel
empowered as a consumer.”
“They helped figure out the best purchasing option, whether the 0%
APR or the rebates were the better deal.”

18. Be a Resource
- Ask if she has questions
- Ask if she wants more details
- Keep her looped in on progress
- Follow up
Millennial highlight
Many are new to car
buying. Provide help with
registration and other
owner requirements.

19. The Details Matter
“The waiting area is clean with nice
accommodations including complimentary
coffee, tea, hot chocolate and water.”
“I appreciated being able to schedule my
appointment online, the comfortable waiting
room, the nice, clean restroom and getting
my car back washed and vacuumed.”
“Need more than mostly male-oriented
magazines though! There was 1 male
waiting that day, and 4 women.....”

20. The
- Maintain amenities
- Showcase amenities online
- Offer a variety of choices
- Give a tour of your service area to sales customers

21. Make it Easy
“I had my 17 month old daughter with me and thought it would be really
tough waiting with her for that long, but they had a great waiting area
for kids and the time really zoomed by.”

22. Make payment easy and available
remotely
- Provide accommodations for children
- Stay on top of digital communication
- Make payment easy
- Promote service perks like pick-up/drop-off
Millennial highlight
Several complaints about
outdated payment systems
that required them to go
back to the store.

23. Loyalty
“I especially want to give a shout out and recognize Paul, who
went above and beyond.”
“Vinny should receive a raise for all of his hard work and dedication.”
“We gave it several chances because we loved our salesperson so
much and wanted to give him repeat business.”
“I have contacted headquarters…[the General Manager's] treatment
towards me was completely unprofessional, uncooperative and
abusive while using tactics of intimidation, bullying […] accusatory,
unrelenting and unwilling to treat me with respect as a
qualified buyer/customer.”

24. - Make sure all sales and service staff are trained in good
customer service
- Follow up after sales or service with links to your review pages
- Also encourage them to reach out to you directly if they have
any issues

25. Everyone There Matters

27. Thank You!
Want to learn more?
Visit:
http://www.cdkglobal.com/inherownwords