Surverying Customers

[jtr8178]

I'm in the heavy-duty truck industry, and surverying customers after repairs is virtually unheard of.

However, I do believe it can be an important tool to my department, as I receive very little customer feedback.

I would like to know what works best for some of you. Right now, we are debating between the following:

1) Sending out a report from a company called Satisfyd. It reads from ADP, and sends out "quick" forms that are only 10 questions and have a pre-stamped return envelope. They are telling me they have a response rate of 20 to 25%. All the data is compiled on a website, which we review at our leisure.

2) Having our booker/warranty clerk call customers on a daily/weekly basis. If we do this option, how many questions should we ask? How long before the customer gets annoyed? What are the "right" questions to ask?

Any ideas/opinions/comments? I've never done anything like this, so I'd like to get some feedback before I start heading in one particular direction. Is this information even helpful? Do you service managers use it? Would it be beneficial for a parts department as well?

Thank you in advance!

- Tyler Robertson

[VP Sales AutoSurvey]

Hi there,

We just did a mandate with Hino Trucks and can assist.

If you need information feel free to contact me.

[jazdale]

Tyler

You're correct that customer feedback can be very beneficial.

A couple of things that I've ran into installing ADP's software for customer follow-up (its called CSM for Customer Satisfaction Management).

1. Do it right or don't do it.
I can't think of anything worse than hiring a dealer's teenage relative thats home for the summer (with a bad attitude) to make your calls.

2. Many surveys are mamby-pamby so the answers are always 100% satisfied.
Ask the hard hitting questions. As you mentioned - less is better.
My favorite question - Will you be coming back?

3. When you see a negative trend - do something about it. (this doesn't mean just take the question off the survey)

4. Whats your methodology for people that don't want this type of call? Respect their wishes and find a way to block them from being on the call list next time.

5. Heavy truck has a special issue where the driver and the company that owns the truck are 2 different entities. Which are you calling? Do the people that add customers to the system know that you have this need?

Good luck

[jtr8178]

Thank you very much to everyone that replied back. I contacted ADP (No response yet), and I tried both the companies mentioned. I also had a couple people email me with some helpful hints on what to look for.

Its nice to finally find a forum for individuals in the same business who can bounce ideas/thoughts off of each other.

[carguy2]

Where are you located?

[jtr8178]

South Carolina

[baddjonez]

I would keep it inhouse if you can and phone the customers. 5 questions can cover it. Preface it with a thank you, we value you and we need your feedback to either make it better or make sure it stays that way. Keep most of them yes no if possible

1. was your vehicle fixed right the first time?
2. was the vehicle ready when promised?
3. would you return to xyz dealership for future service?
4. Would you recomend xyz service department for service work?
5.This question should be specifice to your type dealership, something current. Do you like this or that. Did you recieve a mailer. Did you like the waiting room. Whatever you need quick feedback on.

Try it for a month, log type complaints and have the service manager, not the advisor call anyone who gives a negative response. You must be open to constructive critisism even when it hurts.