FIXED OPS JOURNAL SERVICE COUNTER Digital adoption Dealership marketing fi rm Digital Air Strike released its 9th annual Automotive Customer Experience Trends Study, which gauges how technology infl uences customers when they make purchasing decisions and choose dealerships for vehicle service. Here are some study highlights. Customers who select a dealership for service work based solely on online searches and reviews: 2021 2020 87% 51% their dealership selection process Service customers who research a few days or more before selecting a dealership After you brought your vehicle in for service, did the dealership ask you to write an online review of your experience? No Yes Was that review positive or negative? Positive Negative Sites customers use to research dealerships: Google Kelley Blue Book Cars.com CarGurus Autotrader Facebook Edmunds Yelp PAGE 20 APRIL 2022 How helpful were review sites in your dealership selection? Helpful 60% 17% 17% 17% 13% 6% 6% 4% Not helpful 41% 60% 71% 29% 88% 12% 58% 42% Service customers who say a 4- or 5-star rating infl uences which dealership they choose Service customers who said social media ads were helpful 67% 46% Service customers who said online review sites helped inhttp://www.Cars.com