Would you rather be reimbursed for your CSI or Loyalty scores?

Mike Gorun
R.L. Polk recently released the white paper, “Managing Customer Loyalty in the Auto Industry.” The paper focuses on how auto manufacturers can build and manage customer loyalty, and addresses the issue that customer satisfaction and customer loyalty are often confused with each other. Polk analysts observed what they view as a positive trend in the industry; an increasing number of manufacturers are using dealer loyalty scorecards as a factor in determining dealer compensation. Dealers, which do you think is a more important factor in determining which customers will return to repurchase a vehicle: satisfaction or loyalty? Would you rather get reimbursed for your CSI scores or your loyalty scores?
Bryan Armstrong
Satisfaction!! If they are satisfied they will return, especially if you continue to build the relationship with great Service experiences. Too oft, the consumer can't imagine needing another car after they have just entered into a new contract and the questions posed can be viewed as "threatening" or trying to lock them into being re-marketed to.

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