MotorVise has introduced a new automotive mystery shopping programme as dealerships and manufacturers look to move beyond process and better understand customer experience.
At the centre of the programme is the Actions Through Feelings Index (ATFi), a metric designed to capture not only what happens during a customer interaction, but how the experience makes the customer feel.
The launch reflects renewed interest in mystery shopping across the automotive sector, following a period of decline during the Covid-19 pandemic. While traditionally used to measure sales processes and consistency, OEMs and dealership groups are now looking for deeper insight into the quality and impact of customer interactions.
Fraser Brown, founder and managing director of MotorVise, said: “When the pandemic hit, mystery shopping was suddenly far less of a priority, but the industry has now come full circle and is seeking a more advanced understanding.
“Modern customer experience is more nuanced. Customers expect to feel valued, understood and confident in the brand.
“Our ATFi approach goes beyond traditional mystery shopping. It measures not just what actions take place, but the emotional and psychological response. This matters because customer feelings ultimately determine whether they become loyal brand advocates or choose to go elsewhere.”
The consultancy says its automotive-specific programme delivers insight that is becoming increasingly important as dealerships balance digital and physical sales journeys.
He added: “The experience customers receive online, over the phone or in the showroom shapes their perception. What drives loyalty, advocacy and repeat business is how the experience makes people feel. While processes can be scripted, genuine engagement can’t.