The simpler (the survey) is for the customer to fill out, the better the possibility of getting the number of responses that you need to understand what youre really doing. Youd have those questions that are key and just stay with those if you really want to get a reading.
Question of the day: How would you improve the way customer satisfaction is measured?
Galpin Motors Inc.
North Hills, Calif.
Right now theyre all top-box scoring. If theyre completely satisfied, you get an A. Everything else is a failure. That would be the one thing I would change. I believe that top-box creates an environment where dealers coach the score instead of trying to improve their processes. Were not really working on customer satisfaction, in my opinion.
McCafferty Auto Group
Theres got to be a standardized measure of CSI, but I think if manufacturers continue to tie discounts and vehicle preferences to dealers based on CSI, they increase the likelihood of fraud among the dealers. There is more room to cheat.
I would like the survey to be just two questions: Were you happy with the sales process? and Would you buy from us again?
Allen Samuels Chrysler-Dodge-Jeep at Alliance
Fort Worth, Texas
I dont like that the ratings are all-or-nothing. If you dont get a completely satisfied rating, you dont get credit. I also dont like J.D. Power controlling the survey, either. They wield too much power.
Ulrich Motor Co.
They need to separate the experience of the salesman from the experience with the franchise. And it cant be a lengthy survey. They should also give the customer something for filling the survey out properly.
Hyundai of Santa Maria
Santa Maria, Calif.
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