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Jared Hamilton
From: Jared Hamilton
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Bryant Gibby

Bryant Gibby Used car manager

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Better customer survey scores

     Our dealership has always done really well with regard to Ford customer satisfaction surveys. We train our salespeople regularly on the importance of doing a proper delivery and explanation of the survey and expect them to do it on every single new car sold. In addition, we require them to make a 1 and 2 week follow up call to remind them of the importance of the survey and how it is graded. I know we can never have it done perfectly 100% of the time, but I feel pretty confident that our salesguys do a good job the majority of the time.

 

     With all that said, we still get customers that, no matter what we do or say, are never pleased and refuse to give us a completely satisfied comment. Which pisses me off! I swear they do it just to spite us. Anyway, I have heard about other dealerships bribing their customers in various ways to give them a perfect survey. Or, they bribe them to bring the unfilled survey into the dealership and then they will fill it out for the customer. We have never tried anything like that. I know we have some room for improvement, so I think it might be worth looking into some different ideas.

 

     What have you guys tried that has worked? I want to hear about ideas that are a bulletproof way to get a perfect survey. Let me know what you guys recommend....

Mike Fitzpatrick
Back in the day when I was on the line or in the box I had a system to get great surveys. What I did was take a completely satisfied survey and one that had one or two somewhat satisfied. This will depend on the manufactures language of course. I highlighted the responses and the results, blacked out the customer name and laminated them back to back. Then after the vehicle delivery or completion of paperwork I would go over the surveys. The way that I presented was the key and it went something like this. "One last thing that I would like to review with you is the customer survey that you are going to get from [manufacture here]. This is what they look like when we get them after you fill them out (showing the laminated copies). I have blacked out the customer names for privacy of course. Notice that this one has completely satisfied for all of the questions and is 100%. The other one has somewhat satisfied on a couple questions and the result is 70% (or whatever it is). What is interesting about this is I know this customer and they were extremely happy about there vehicle and the experience they had (this was true). They just didn't understand the importance and difference of Completely and Somewhat. So please when you get the survey remember that anything less than completely satisfied on any of the questions is a fail for me." So my goal of course was to educate the customer on how the manufacture scored the somewhat satisfied. But the most important part of this entire thing was the fact that now this customer knows that you are going to see the survey when it is complete. A lot of people will fill out surveys based on their current mood and if they don't think that you will see it will answer according to that mood. By knowing that you will see the survey they will at least think about you when filling it out and will give you a perfect survey most of the time.
Jim Bell
We actually have a 3rd party company call our customers before the factory gets a hold of them. If there are any issues, they generally weed them out 95% of the time and we have the problems resolved before the factory gets a hold of them. That seems to be working for us,

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