Focused On CSI? A suggestion for any dealer

[GM2help]

Not one to go out on a limb and do this sort of thing, however when credit is due, I like to ensure I do my part to assist other dealers.

Our GM store CSI was taking a beating in the zone and Nationally and naturally I sought out ways to improve. Insted of masking my problems and coaching staff to incent clients to give us good marks I went the other direction and focused on the cause. This involved terminating improper staff, and taking a look in the mirror, but it worked. I also was recommended a product on another forum and gave it a shot, hence why now I am here doing the same thing in case someone else needs help without the intrusive sales calls, peddling in your shop, and prefer feedback direct from the horses mouth.

Give the above suggestion a try, it's always tougher to take the challenge head on but in return it is profitable. The product we tried and now use faithfully is www.autosurvey.com Great application, decent support - unlike my DMS and an eye opener of product.

Good lick to all,

Mark

[Lhansen]

You're so right, Mark!
The first thing a dealer should do when CSI is an issue, is really dig deep into the survey comments, trends, and NOT be afraid to pick up the phone and ask the customer WHY they responded the way they did. One of the first things I do when working with a new dealer is call his/her customers, even before I get to the dealership.
It's not easy to admit that your store has issues, but in this highly competitive market, both for sales and service, it's absolutely necessary.
Thanks!

Linda

Linda Graham Hansen
Auto Dealer Focus
www.autodealerfocus.com

[Rennsport Calgary]

At Mercedes-Benz we used to give each client a $100 boutique gift certificate if they returned the survey to the selling salesman.

If the salesmen didn't get the survey back.....he lost $100 of his commission.

We discarded the bad surveys and mailed in the rest. 95% score.....!!! The concept of CSI is BS.....sorry guys....it is a damocles sword designed by the manufacturer's to keep a store under their control...nothing more...nothing less.

[Lhansen]

Hi Keith:
Most of the manufacturers today, require that dealers annually sign an "integrity pledge" that states they will not offer anything to a customer in return for a positive survey. This can even be grounds for termination of the dealership operating agreement.
Dealers also may not request that a survey be returned to the dealership, rather than the manufacturer.
Some manufacturers state in their policies that the dealership may not even show the customer a copy of the survey.
I know that dealers "play games" to get the CSI and SSI scores up, but, if you treat your customers right, where's the need?
As a former GM District Manager, my factory side still shows sometimes!

Linda

Linda Graham Hansen
Auto Dealer Focus
www.autodealerfocus.com

[Rennsport Calgary]

Linda........

I am not surprised...........which is why some companies have enlisted telephone marketers do their CSI surveys for them instead of using a paper format.

Problem is IMHO, not so much the fact that their is a survey, but the fact that regardless of how you treat your customers, you never win at these games.

CSI only exists to give manufacturer's a club to use against dealers.

[Topshop]

If you want a really effective CSI system, have everyone involved in customer contact, up to and including the dealer principal, make follow up phone calls a few days after the customer has been in. Almost no one does or will do this, so you will stand out to the customer and have the best information to act on.

Tom Ham
AutomotiveManagementNetwork.com