Root Cause Diagnosis

Personally, when I went on to the website, it was easy for me to find it because it was already pointed out for me when Professor Worsam gave directions. Even when she gave us direction to where the tab was located it still took me a while to find the red circle. First thing I saw that was red was the “customize your car” tab right in the middle of the page. Therefore, the reason why customers are not using the request a quote tab is probably because of two reasons: its visibility on each page and other sources they may use.

Visibility: As a customer, they want to get straight to the point with efficient service. Sometimes it makes customers frustrated when they have to look around for things they need to find on websites. Webpages work more efficiently and service customers better when it is user friendly.

Other sources: Some customers like to actually go to the dealership and see the actual product (like myself) test it out, and talk to a sales man about the price before making decisions online. They like to actually see what they are about to invest in. On the internet you don’t have that luxury to test a product out. You just see images and that is it. I used to work for a dealership and we have had customers come in all the time and say they want to test drive. They will make comments like “I am glad I came in first before I made a purchasing decision online” or they may say that the in-store pricings are more reasonable then the ones online. Customers might also have other ways of finding out about prices online.