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Jared Hamilton
From: Jared Hamilton
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Jessica Russell

Jessica Russell Dealer Services Manager

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Who feels that when dealers allow employees to manipulate, gyp, phony up, or outright cheat to enhance or “get” the CSI score that they are only short-changing or cheating the dealership.   

What percent of time do you think customers just “give” the highest rating only to help their salesperson or advisors, and then they just go-away because the experience was unacceptable and all trust was lost?

What percent of dealerships spend more time and energy trying to cheat the CSI System, rather than focusing on TRUE customer satisfaction?

As a "Dealer Coach" we've seen dealerships use all kinds of incentives to try and get  a high CSI score, even requesting the customer bring in the survey. We've seen customer information changed or modified to protect the store, hold outs on closing and RO for 30 days or more, etc.

I'm not trying to give out any ideas (it's okay to laugh now!) but, who is brave enough to admit that CSI scores have been driven to insane levels by practices like this?

Jim Chamberlain
Let’s face it, CSI scores, the way they are collected are a joke. For the most part the people that are motivated to complete an OEM survey are the one that are not happy. It gives them power to “get even” with the dealership. Most dealerships, salespeople and service advisors try to do a good job. They try to do the right thing. However when you look at the low total percentage of returns and the fact that unhappy people are more likely to complete a survey you get an unfair picture of the dealerships performance. The trick to getting a high score is to motivate the happy customers to complete their surveys. Now of course you have to be providing great service in the first place. You don’t want to be in the position of hoping people don’t complete them. When you provide great customer service they will be appreciative of it. With a little bit of encouragement they will complete the surveys. People want to be nice to people that are nice to them.

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