Forrester's recent report on "The Age of the Empowered Customer" really gets you thinking. Chief Customer Experience Officer, Tony Graham penned his thoughts about what the auto retail industry can do to serve customers in this new era.
The car buying process can feel complicated and overwhelming, leading the deal to fall apart. Using data from our 2018 study on recent post-purchase or in-market car shoppers, CDK has identified six major points of contention for consumers.