PSI Premium Auto 2022: Cadillac Ranks Number One Luxury Automotive Brand for Service

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Cadillac ranked No. 1 in an evaluation of the effectiveness of high-end brands and dealerships in helping buyers online and in person.

 

Cadillac leads the 2022 Pied Piper Prospect Satisfaction Index® (PSI®) Premium Auto Study. Infiniti and Mercedes-Benz follow, ranked second and third out of 25 brands measured.

 

The study also made assessments regarding the new electric vehicle brands and found that their omnichannel shopping experiences were significantly below the industry average for premium brands.

Using Pied Piper’s PSI process, which includes both mystery shopping measurement to customer helpfulness and sales best practices, the 2022 PSI Premium Auto study measured the customer buying experience from responsiveness to customer inquiries on the website to customer visits to retailers.

 

From online inquiries to in-person purchases

 

Today, almost all customers start their car shopping online. But most buyers still prefer to experience and evaluate a vehicle in person, given the opportunity,” explains Fran O’Hagan, CEO of Pied Piper. “Some buyers know exactly what they want, but most still have questions or want to experience a test drive. The brands that are most useful to both types of buyers are the ones that are most likely to appeal to all customers in the long run.

 

The 25 premium brands were evaluated between July 2021 and June 2022, based on 1,657 measures of website customer response and 1,096 measures of in-person sales experience.

 

For the first time, the study established an evaluation for new electric vehicle brands, namely Lucid, Polestar or Rivian. These brands, including Tesla, interact with customers primarily online and have comparatively few retail locations.

 

Because they focus on online sales and have few retail outlets, these new EV brands have the opportunity to excel in phone, chat and email interactions with their customers to compensate for the lack of in-person experience,” comments O’Hagan. “However, we’ve found that when their customers ask for help or ask questions, they are typically greeted by brand representatives who only answer simple, scripted questions without being proactive. This is a missed opportunity that does not currently make up for the lack of retail experience.

 

Ultra-luxury

 

Also for the first time, the PSI study examined seven ultra-luxury automotive brands including Aston Martin, Bentley, Ferrari, Lamborghini, Maserati, McLaren and Rolls-Royce.

 

Ferrari dealers ranked high, sixth out of the 25 brands, for in-person customer experience, but they were near the bottom for responding to customer inquiries on the website. Conversely, Maserati dealers excel in responding to inquiries on the website, but lag behind most other brands in their in-person customer experience.” says O’Hagan.

 

 

Read also > CADILLAC REVEALS A UNIQUE HAND-BUILT ELECTRIC CAR PROJECT

 

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Cadillac ranked No. 1 in an evaluation of the effectiveness of high-end brands and dealerships in helping buyers online and in person.

 

Cadillac leads the 2022 Pied Piper Prospect Satisfaction Index® (PSI®) Premium Auto Study. Infiniti and Mercedes-Benz follow, ranked second and third out of 25 brands measured.

 

The study also made assessments regarding the new electric vehicle brands and found that their omnichannel shopping experiences were significantly below the industry average for premium brands.

Using Pied Piper’s PSI process, which includes both mystery shopping measurement to customer helpfulness and sales best practices, the 2022 PSI Premium Auto study measured the customer buying experience from responsiveness to customer inquiries on the website to customer visits to retailers.

 

From online inquiries to in-person purchases

 

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Cadillac ranked No. 1 in an evaluation of the effectiveness of high-end brands and dealerships in helping buyers online and in person.

 

Cadillac leads the 2022 Pied Piper Prospect Satisfaction Index® (PSI®) Premium Auto Study. Infiniti and Mercedes-Benz follow, ranked second and third out of 25 brands measured.

 

The study also made assessments regarding the new electric vehicle brands and found that their omnichannel shopping experiences were significantly below the industry average for premium brands.

Using Pied Piper’s PSI process, which includes both mystery shopping measurement to customer helpfulness and sales best practices, the 2022 PSI Premium Auto study measured the customer buying experience from responsiveness to customer inquiries on the website to customer visits to retailers.

 

From online inquiries to in-person purchases

 

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Picture of Hélène Cougot
Hélène Cougot
Passionate about art and fashion, Hélène went to a fashion design school: the Atelier Chardon-Savard. She then completed her training with an MBA in Marketing at ISG. She has written for the magazine Do it in Paris and specializes in writing articles about luxury, art and fashion for Luxus +.

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