1 / 20

Introducing…

Introducing…. Powered by. An immediate, systematic, customer follow-up and complaint resolution program designed for dealers by dealers. Powered by. Background on CSI Initiative. In 2003, NADA appointed a committee to compile and communicate dealer issues with manufacturer programs

keaira
Download Presentation

Introducing…

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Introducing… Powered by

  2. An immediate, systematic, customer follow-up and complaint resolution program designed for dealers by dealers Powered by

  3. Background on CSI Initiative • In 2003, NADA appointed a committee to compile and communicate dealer issues with manufacturer programs • Synovate was retained to support market research effort • Conclusions were shared with all manufacturers • Several manufacturers have implemented changes, such as shortening surveys and changing top box metrics • The committee then explored other opportunities to support dealer efforts to improve customer satisfaction • Synovate retained to support research effort • 1500 dealers surveyed • 7 manufacturers interviewed

  4. Designed For Dealers • Next day follow-up phone interview of any or all customers following an event at the dealership • Immediate e-mail alert and explanation for any dissatisfied customer, complemented by complaint resolution program • Daily summary of the previous day’s contacts and results • Calls made, interviews completed • Scores from each interviewed customer • Audio-recording of customer’s explanation for positive or negative experience • Monthly detailed report • Summaries of scores analyzed by franchise, type of event and dealership staff • Trend and importance analyses

  5. Designed By Dealers • Dealers in control of cost • Dealers select events to be surveyed, from all customers to random sample • Highly competitive pricing, with charges only for work completed • Negligible sign-up fee & 90-day contract with 30-day termination • No hidden costs: DMS access, software, alert system included in base price • Representing the dealership • Short 2-minute survey with optional add-on diagnostic questions • Interviewing conducted out of North America with accent-neutral staff and availability of interviewing in most foreign languages spoken in the US • Full customer interviews posted • Reports and alerts e-mailed to all managers specified by dealer • Easy to use • Web-based delivery of daily summary reports, comments and alerts • Interactive, web-based system for monthly reports • Personal account manager assigned to each dealership

  6. Survey Questions

  7. Survey Questions • Dealers select from questionnaire modules: Dealership Events Retrieved Daily Customer Pay Service Warranty Service New Vehicle Sales Used Vehicle Sales Body Shop Service Core Measures 4 questions Core Measures 4 questions Core Measures 4 questions Core Measures 4 questions Core Measures 4 questions Diagnostics 6 questions Diagnostics 6 questions Diagnostics 6 questions Diagnostics 6 questions Diagnostics 6 questions Consolidated Reporting

  8. Sales & Service Core Survey • Introduction: On behalf of the dealership… 1. Satisfaction • Satisfaction with the overall sales/ service experience • 10 = very satisfied; 1 = very dissatisfied 2. Recommend • Likelihood to recommend <dealership> to family or friends • 10 = would definitely recommend; 1 = would definitely not recommend 3. Repurchase • Likelihood to buy again/ return for service to this dealership • 10 = would definitely buy again; 1 = would definitely not buy again 4. Customer Drill Down Low Scores: What could the dealership have done better to make you more likely to recommend? High Scores: What did the dealership do well?

  9. Survey Closing Statement Endorsement for customer to cooperate with future manufacturer survey

  10. Reports

  11. 7 Day Report Summary

  12. Customer Feedback Report Click speakers to hear actual comments

  13. 24 Hour Report

  14. Hot Comments

  15. Likes/Dislikes (Q4/Q5) Report

  16. Staff Report

  17. Sample Disposition Report

  18. Status of • Pilot program launched with 10 dealers on January 17, 2005 • To develop process for retrieving customer records from all dealer management systems • To collect dealer input on reports and user-interface • To gather statistics on program • Some important statistics • Customers refusing interview is negligible (<3%), and most refusals are “friendly” • Completion rates running roughly 64% after 7 attempts, revised to 7 attempts to contact within 7 days • Cooperation rate among contacted customers is 97% • 20% of customers leave recorded messages. • 4% have generated a complaint alert email to the dealer • Program officially launched to the dealer community at NADA Convention • Received praise from Automotive News and other media sources • Strongly supported by most manufacturers • Dealer interest is very high (including dealers of all sizes and several national chains)

  19. For more informationwww.NADA-24.comPat Holden – 312-526-4918Pat.Holden@Synovate.comorMark Zar - 248-541-6129Mark.Zar@Synovate.com Powered by

  20. Powered by

More Related