It goes without saying that it’s important for auto lenders to have a user-friendly website. A smooth and easy experience on a website or mobile app can have a big impact on the overall experience of buying a car. Luckily for GM shoppers, GM Financial has been ranked as having the highest overall customer satisfaction with its digital experience compared to all other captive auto lenders.
The ranking comes from the J.D. Power 2024 U.S. Automotive Finance Digital Experience Study published on Thursday. It’s a customer satisfaction study based on four criteria: visual appeal, information/content, navigation, and speed. The study was conducted between August and September 2024 among 6,090 automotive finance customers who used their lender’s desktop website or mobile app. GM got the top score among captive lenders of 710, while the segment average was 690. Not every captive auto lender is on the list; only lenders with both a website and mobile app are ranked.
“Lenders have a huge opportunity to build customer loyalty and advocacy by fostering streamlined, two-way communication, but far too many are treating their digital properties as a transactional portal that only exists for bill pay,” said Patrick Roosenberg, senior director of automotive finance intelligence at J.D. Power. “These digital properties should be seen as two-way portals to communicate with customers on a month-to-month basis, while improving customer satisfaction and reducing cost to serve.”
The study also looked at non-captive auto lenders, i.e., banks that aren’t car companies. Chase Auto, with a score of 715, was the only non-captive lender with a higher score than GM Financial. With a segment average of 688, customer satisfaction with captive and non-captive lenders was about the same overall.
GM Financial’s rankings in J.D. Power studies in 2024 have been a mixed bag. It got an above-average ranking in the research firm’s 2024 U.S. Consumer Financing Satisfaction study. However, in the 2024 Dealer Financing Satisfaction studies, GM Financial ranked a little below average in the U.S. and dead last in Canada.
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