Last Word: Our CustomerÕ Experience: Ordeal or Opportunity? 

We’ve all seen the commercials on TV showing us the shiny new vehicle of our dreams and telling us how easy it is to buy. There’s the “sign and drive” pitch, the “zero down” offer, the “we pay your first year’s payments” deal, and other tantalizing offers designed to get us in the showroom.But once you appear on the car lot, we all know what really happens. First, a smiling salesperson shows up and tells you how easy he is going to make your purchase. He will go over the numerous models and mind-numbing list of options. After narrowing down