Automotive Marketing Professional Community for Car Dealers, OEM and Suppliers
In a past life, I was an integral part of one of the nation’ top GM CSI dealerships. We were careful to avoid crossing the line by offering incentives or other gimmicks that would violate their policies, but we made it a point to personally ASK for every survey and explain the importance to us as individuals. We also carefully monitored the ‘would you recommend us?’ score, as an indicator future business growth potential.
With manufacturers (indeed, many industries) demanding perfect scores and tying them to everything from money incentives and allocation, is it wrong to ask a customer for a good score, if every effort was made to earn it? The challenge always seemed to be getting staff to actually pop the question, as it were, and in a way that made it clear to the sales or service customer that a good score was personally important.
However, it ACTUALLY does all start with a great experience. If you have earned the right to ask for a good score on a CSI survey, then it follows that you should be able to ask for positive internet reviews. The key seems to be that you must be judicious in your requests. BEFORE social media ‘LIKES’ and online rating sites, customers were pushing back against the constant barrage of survey requests.
But is it wrong to ask for the CSI survey in the first place?