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Jared Hamilton
From: Jared Hamilton
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Bryant Gibby

Bryant Gibby Used car manager

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Buying a perfect survey

     We have been in a rut the last 6 months with our customer survey scores. We usually are in the top 10% of the nation and have never really had any major issues with our scores. Our store has always taken the stance that we don't need to bribe the customer to give us a perfect survey if we provide a great experience and train our salespeople on how to ensure they get a good survey.

 

     Even though we still have happy customers and trained salespeople, I can't seem to get back where we used to be. I know there are stores out there that are basically "buying there perfect survey" and it drives me crazy because it is making me look bad. I know we take better care of our customers than these other stores but unfortunately we aren't getting the recognition from the manufacturer.

 

     Just wondering if most stores out there "buy" there surveys to make sure they are perfect or if they actually work for them? Also, is there any middle ground strategies that might be worth considering?

Bryan Armstrong
It's a sad but true reality that there are Dealers that are buying their CSI. Part of the issue is the unrealistic expectation and Survey wording by the various OEMs, but that has been discussed before. One thing we've done is turn over sold follow-up to our Customer Care Center. Upon buying the Customer has a car delivered by a Delivery Specialist to ensure a quality delivery and the 1st Service appt. The next day they receive communication introducing then to "something unique in the auto industry, a Customer Care Rep." It is explained that they have a direct communication link with 100% guaranteed follow-up to answer any questions and help in their ownership experience. Increased communication and documentation of issues has helped the survey return rate and increased scores. Good luck!
Bryant Gibby
Thanks for the feedback Bryan

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