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The Recommendation Cluster

In: The DNA of Customer Experience

Author

Listed:
  • Colin Shaw

Abstract

I recently bought a new car. I knew exactly the car I wanted and there are three dealers within easy reach of my home. I began the task of visiting all the dealers to see what they had on offer. My first visit was to the dealer I bought my last car from. For those of you who read our last book you will know that they annoyed me during one of my car services and I wasn’t really predisposed to giving them any further business. My visit to them just confirmed this. The second dealer was all over me. I hated it as she didn’t leave me alone and I felt under pressure. With the third dealer, because of my last experience, I managed to stay out of the way of the salesman; it was a bit like playing hide and seek! I looked at the car I wanted, checked out the leg room, and so on, and decided that this was the one for me. The only decision now was what dealer and what price. This is where I passed the responsibility over to David Ive, our CFO. As the car was in short supply, none of the dealers would negotiate on price which created a very equal playing field, with price taken out of the equation. David was impressed with the dealer based in Milton Keynes, and his contact Peter. He decided to put a deposit down with them.

Suggested Citation

  • Colin Shaw, 2007. "The Recommendation Cluster," Palgrave Macmillan Books, in: The DNA of Customer Experience, chapter 6, pages 86-104, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-21081-3_6
    DOI: 10.1057/9780230210813_6
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