LOS ANGELES — Burdened by years of poor customer satisfaction scores, Mazda North American Operations has dumped the old CSI tests in favor of telephone and e-mail surveys.
Here's what the company is doing.
1. Mazda has begun a telephone survey of all customers, with calls digitally recorded and accessible to dealers through the Internet.
2. Mazda sends a 24-question e-mail to customers and makes those results accessible to dealers.
3. The automaker has started a process-improvement program focused on the service department.
4. Mazda has pulled the CSI bonus program and put money back into the dealer discount as a volume bonus.
Mazda changed its program after seeing a disconnect between third-party and internal surveys, says Mike Ray, director of Mazda's customer service division. Because dealers got bonuses based on internal CSI scores, dealers often pressured customers to give good reviews. It was not unknown for a dealer to promise a free oil change or other perk in exchange for the survey, which the dealer filled out.