We surveyed 500 Car Owners


The service journey experience when people bring their car in for service is an important part of their overall satisfaction with their car dealership. The service journey includes 3 main touchpoints:

  • Scheduling a Service Appointment
  • Convenience of Shuttle Rides
  • Understanding the Bill

Each of these touchpoints contributes to the overall customer satisfaction.

We surveyed 500 car owners in Ottawa, Montreal, Toronto, and Vancouver with a simple question:

How would you rate your service experience with your car dealership across these 3 touchpoints?


Touchpoints Rating
Scheduling a Service Appointment 3/5
Convenience of Shuttle Rides 2/5
Understanding the Bill 4/5



It is apparent that the service journey with regards to the shuttle service is noticeably unsatisfactory for the majority of car owners..   

The number of shuttle rides per dealership can be on average 20 per day. Given that many customers rate this experience as somewhat unsatisfactory, the number of unsatisfied customers may be quite significant. Current manual processes are very inefficient. High overhead cost and the ability to provide a fast and convenient shuttle service appears to be lacking. A better and more organized approach to a shuttle service may increase car owner satisfaction with their car dealership in areas surveyed.

Case Study


The customer arrived for service at the car dealership and was greeted in the service department. After checking in the host asked if a shuttle was required. The customer was presented with paper sign up sheets; one for western directions, the other for eastern directions. Information requested included name, address, phone number, and whether the client required picked up when their car was ready. The customer waited in the lounge. Approximately 40 minutes later the shuttle driver came and called out a list of names that were going to be in the same shuttle.

The driver stared at the paper sign-up sheet for a minute trying to make the final decision of how he should sequence the drop-offs based on his knowledge of the city. The driver very unsurely announced who was going to be dropped off first, second, and then go from there. The person to be dropped off first said: “By the way, I’m not going west, I’m going south, but the sign-up sheet only gave me the option of west and east.” The driver used the sign-up sheet and manually entered the address of the first drop-off into his Google Map App on his phone. After 15 minutes it became clear to everyone in the shuttle the first drop-off should not have been the first drop-off because the shuttle was headed south in a subdivision. The first customer was dropped off. The driver entered the address of the next person. After 15 minutes the shuttle arrived in front of a house, but nobody got out. The driver had put in the address of someone who was on the list but not in the car. The driver apologized and drove to the next location without entering the next address in Google Map App. About 10 minutes later the driver asked one of the passengers to put in their address into the phone and passed the phone to him. As soon as the navigation loaded up, Google Map said turn left now! The driver missed the turn. It became obvious to everyone that somebody else should be dropped off next since clearly we can’t easily turn around towards the missed address whose destination was missed.

The customer felt during the whole trip the driver was distracted by handling the paper sign-up sheet and by the dealership calling him for a status report. It did not feel like a safe and enjoyable ride.


The dealership called the customer and informed him that the driver would phone within an hour to let the customer know when the driver would be arriving. About 2 hours later the customer received a call and the driver informed the customer that he was in front of the house. The customer was in the middle of doing the dishes but had to run out the house to meet the driver. The customer felt very irritated.

Passenger Comments

Participants were asked to share experiences. We asked for general comments from participants.  Some of these comments include:

  • “I was waiting too long in the waiting room and I missed my doctor’s appointment.”
  • “The driver didn’t seem to really know who to drop off first which made the ride feel longer than it should have been.”
  • “The driver passed my street to drop off somebody else who lived 10 minutes further and it made me upset.”
  • “The driver constantly reached out for the paper sign-up sheet instead of keeping his eyes on the road. It made me feel very nervous and unsafe.” 
  • “I always fill out the survey I receive after my service appointment and often give the rating of 4 out of 10 because of the inconvenient shuttle service.” 
  • “The driver didn’t use GPS or a Map App and it made me feel he didn’t take the fastest route.”


Leave a comment

Please note, comments must be approved before they are published