Cadillac and its dealers are effective at helping customers throughout the vehicle shipping experience both online and in-person, according to a recent study conducted by automotive market research firm Pied Piper.
The American luxury brand was ranked highest in the company’s 2022 Prospect Satisfaction Index, which measured customer service and experience at dealerships for 25 different premium automotive brands. Pied Piper gauged both the online and in-person customer service experience at dealerships by measuring best practices for website customer inquiries and in-person exchanges with customers, ranking luxury brands based on a 1,000-point scale.
Cadillac led the way in this year’s edition of the study with a score of 704. While Pied Piper did not say what drove Cadillac’s strong performance, the automaker has placed emphasis on improving the online experience for customers with the introduction of its Cadillac Live service, which allows users to book an online appointment with a human Cadillac representative to learn more about the brand’s vehicles and take a guided tour of them. GM has also updated its Shop.Click.Drive online system to handle a larger portion of the car buying transaction online.
Infiniti was second behind Cadillac in this study with a score of 696, followed by Mercedes-Benz in third with a score of 668. Acura and Volvo completed the top five with scores of 664 and 660, respectively. The industry average was 620, with key Cadillac rivals like Audi (616), Lincoln (584) and Genesis (572) falling below this threshold.
This performance may bode well for Cadillac’s future. While traditional luxury brands like Cadillac and Mercedes-Benz are facing increased competition from new EV brands like Tesla and Lucid, Pied Piper found these brands were not as responsive to customer inquiries as legacy brands, leaving sales on the table just as more luxury EV models from older automakers are coming to market.
“We have found that when their customers reach out for help or with questions, they are usually met with brand reps who answer only simple, scripted questions without being proactively helpful,” said Pied Piper CEO Fran O’Hagan. “It’s a missed opportunity that does not currently compensate for the missing retail experience.”
Pied Piper fielded this study July 2021 and June 2022, collecting data on 1,657 best practices measurements across 25 luxury and exotic vehicle brands.