DETROIT -- Chrysler Group, trying to boost customer satisfaction scores, will teach salespeople at its U.S. dealerships to use a digital checklist that employs videos and computer animations to explain vehicle features to new owners.
As vehicles become more complex, delivering them has become a key part of customer satisfaction. Chrysler has been working for several years to raise its dealers' low customer satisfaction scores.
"We're looking at the sales process and trying to find the areas where our dealers have the best opportunities to improve, and surely, the delivery area is one of our best opportunities to improve," said John Fox, Chrysler's director of dealer training.
The delivery material, which works best on tablet computers, displays instruction animations on how to operate each feature on the customer's new vehicle. The material is specific to each vehicle identification number, down to color and features.
A salesperson delivering a vehicle goes through each feature on the checklist and uses the videos for further explanation if necessary. After delivery, customers receive an e-mail with a link that enables them to further explore their new vehicle at their own pace, Fox said.
The automaker piloted the software and training this month in Ohio and was so impressed with the results that it temporarily suspended other dealer training, Fox said.