Customer Feedback Should Drive Customer Experience

How are you using Customer Satisfaction Index (CSI) survey results? If you are like most dealerships, you are simply tracking CSI results. Each month you hope to stay “in the green” or above regional and national levels so that you can cash in on manufacturer incentives. Heck, you may even penalize or fire employees that don’t meet these levels. Unfortunately, you are not alone…  Somewhere along the line, the original intent of CSI surveys – to drive customer experience – has been lost. We still believe that the CSI surveys should be used to drive customer experience.  In other words, you should actively gather customer feedback so you can adjust your business model and practices to better meet your customers’ needs.  Here are our tips to achieve this: Gather the right customer feedback Use negative feedback to determine what caused customer dissatisfaction Use positive feedback to praise who exceeded customer expectations Adjust business practices to fix issues and encourage more positive results Gather The Right Customer Feedback There has been a lot of talk recently regarding whether online reviews or manufacturer surveys are better.  The reality is that ALL customer feedback – in any form – is valuable when used correctly.  The great news is that consumers now have lots of ways to express their service experience: social media status updates, website comments, car enthusiast forums, blog posts, Business Development Center (BDC) follow-up calls, email, and even manufacturer CSI surveys.  Make certain that you are gathering this customer feedback.  We recommend setting up Google Alerts to be immediately notified anytime your dealership name or employees are mentioned online.  This...