We all know that just having a website, no matter how great, is not enough to make sales in the automotive industry. LEARN MORE
I recently had the best customer service I have ever experienced at an Iberostar resort in Montego Bay, Jamaica.
While sipping on a red stripe (Jamaican Beer) I said to myself there is something to be learned here.
1. Employee Satisfaction
It kept running through my head "these people are so happy", the guy raking stones and cigarette butts off the beach was just as happy as the pool side, entertainment staff. How does a business create such a culture that consistently produces hard working, happy people across the board? It's not just a pay cheque, the guy who is raking isn't making much in Jamaica from what I was told..
I know... "engagement" is just another over used term in the marketing space, however, i've never been so pleased with how people interacted with me at this resort. From the maid to the bartender, if you made eye contact you got a smile and a hello...every time! Where do you get that? Not at Target or McDonalds…That's a hard policy to put in place. How do you monitor every consumer - employee interaction? I don't think you can..
So I did my research. I wanted to get to the bottom of how the Iberostar was so successful in these areas. My conclusion and findings were this:
Staff were rated, bonused, hired and fired based on surveys. As a customers, we were not forced to fill these surveys out. We were asked very nicely by the staff, only if they had built enough trust to ask us. I filled 2 out.
4. The Takeaway
At our dealerships, OEM's put their own survey's in place. Do you have an internal survey?
I think that the way to make a survey like this successful is make it optional for the customer. Most of all, base the bonus structure on these surveys. Sales staff don't always get pumped about a spiff. Im sure they would think twice if it was a matter of another 5 to 10 points on the deal.
Heck make it their entire salary…(Ok that might be over exaggerating..but you get my drift)
If a customer won't take 5 min to fill out a survey maybe the employee didn't deserve it. What does that say?