A recent survey by Alchemer asked about 1,000 people who visited a dealership, parts supplier, or service center in the past year how they got there. The answers split by age. Younger customers search, compare, and read reviews before they book. Older customers come back out of habit. Two-thirds of customers over 60 never read online reviews at all, and nearly half do zero research before they show up.
Google is the one thing that works across every age group. It is the first stop for review readers no matter how old they are. What people look for in those reviews splits, though. Younger customers trust the star rating. Older customers read the words, screening for quality of work. Alchemer also found that nearly one in four customers has never been asked for feedback about their visit, and women get asked less often than men.
Why it matters: Spending the same marketing dollars on every customer means you underperform with all of them. Search and reviews reach the under-45 crowd. Your older regulars respond to retention and referrals, plus a website that looks trustworthy. The feedback finding is the easy one to act on. When shops do send a feedback request, almost every customer finds it simple to fill out. The gap is that nearly a quarter of customers never get asked at all. Alchemer also found the most loyal customers are the least likely to see anything change after they do speak up, which is worth keeping in mind with your regulars.