J.D. Power’s 2016 U.S. Tech Experience Index Study found that owners who learn how to operate the technologies in their vehicles from their dealer have higher overall satisfaction than those who learn how to handle the technologies through some other source or from prior experience.

On average, across all technologies, satisfaction drops 98 points when owners have technologies they report to be difficult to use (DTU).

“Owners can be challenged with the complexity of today’s vehicles,” said Chris Sutton, vice president of the automotive retail practice at J.D. Power. “More dealerships are employing product specialists and more brands, especially the luxury brands, are requiring that the dealers have them to help the customer have a more thorough ownership experience with their new car or truck. Having a product specialist show the technology to the owner can really ensure the customer gets the most benefit out of their vehicle.”

The product specialist can help lessen DTU issues with technology and increase satisfaction.

A product specialist’s key role is to make the new owner aware of the technology in their vehicle and help them learn how to use it.

Sutton explained that when product specialists describe technology or provide buyers demonstrations they are more likely to continue to use the technology and because they see the value want them in their next vehicle as well.

According to J.D Power, owners who work with a salesperson in addition to a product specialist are overall more satisfied with the car buying experience than those who work only with a salesperson. On a 1,000-point scale, customers rated experiences with a product specialist 836 and without 829.

Another study by J.D. Power, the U.S. Sales Satisfaction Index Study, found that only 24 percent of luxury vehicle owners and 16 percent of mainstream vehicle owners who purchased or leased a new vehicle in 2016 worked with both a salesperson and a product specialist.

“Whether it’s taking a few minutes with repeat buyers to refresh their knowledge of the technology or a few hours with first-time buyers, it’s a small investment with long-term benefits,” said Sutton.