NEW IDEAS FOR CSI

[scotstrong]

Survey, Survey, survey! When is this industry finally going to wake up and recognize the fact that society has become so inundated with surveys that they do not take them seriously any more. They give no more credence to a survey over the purchase of a big-ticket item such as an automobile than they do for the survey card that comes with the $14.95 toaster they just bought at MumboJumboMart.

The most successful businesses pay attention to the details of how they do business and react quickly to negative feedback. More and more people today are very quick to point out their dissatisfaction with what is going on. If we take that VERBAL feedback seriously and react to it, we can often turn a potentially negative experience around before it is too late to salvage it (as in days or weeks later when we have it IN WRITING in the form of a survey response).

The manufacturers try to preach in both the sales and service arenas how important it is to "value" the customer's time. Yet CSI surveys do just the opposite and send the message that "our survey is the only important one" compared to the multitude of others any customer encounters in the course of normal everyday life.

Is this a realistic expectation anymore? I think not.

Scot Strong

[texaslp]

I agree Scott, I hate wasting my time on surveys, 1/2 the time the questions don't apply but that's not an option so you have to pick an answer out of thin air, so you know the results are skewed, then if you are less than satisfied, you never know if they do anything with that info-and I absolutely refuse to do a phone survey.

Everyone knows you are more likely to get responses from those with a gripe. The mfg would do better with a hot-line for complaints and measure each dealer on # of complaints(as a %of sales perhaps) and then measure resolved/unsresolved and how quickly resolved.

[jazdale]

The word survey does have a negative connotation these days.

No, the public doesn't need another survey to fill out or answer on the phone.

What I'm proposing is a simple end-of-transaction survey. Possibly one question.

Was everything OK?

If it wasn't, then its probably the last you'll ever hear from this customer.

[Mike Vogel]

Obviously all dealers want to score high on their maufacturer surveys but I have to agree with jazdale.
Would the customer recommend your dealership and will the customer return to your dealership are the most important questions.
The customers that answer yes to both of those questions are your loyal/best customers and should be the one's to focus on getting surveys returned.

[Matt Parsons]

Are you looking to increase CSI associated with a specific event such as a vehicle purchase or service visit, or just overall CSI with regards to any/all clients that come to the facility?

[crmguy]

You might want to take a look at ********.com - good products.

Only problem is the writer is from *******.com- Sorry not permitted here.

[This message has been edited by jimmuntz (edited 06-15-2006).]

[crmguy]

Jim,

Sorry didn't know that the posting was not allowed - just trying to help.

[ROBBIE HENWOOD]

THANKS TO ALL OF YOU THAT HAVE RESPONSED TO MY QUESTION.....I TOOK THEM WITH ME TO OUR MEETING WITH GREAT SUCCESS......HAVE A GREAT WEEKEND....AND THANKS ONCE AGAIN.....ROBBIE