ADM serves Car Dealers, Automotive Marketing Pros and Internet Sales Managers
What do you do that WOWs your customer?
What annoys them and makes them angry?
I've been known to promote the idea of our employees being the brand within the brand. But how can you measure that? CSI reports are often bogus but direct surveys can reveal all your strengths and weaknesses.
The idea was that a survey would be sent to every service and sales customer asking for their review of their experience with the dealership. It would then ask them to post that review online.
Since then, I have not seen a significant increase in online reviews, but I have gained an invaluable insight into the strengths and weaknesses of our customer service, relationships, and interactions.
I started receiving hundreds of "surveys" from our customers. I read and responded to them and each of those survey responses automatically went on our website.
What a challenge! And what an opportunity! Create a spreadsheet. I started with service since it accounted for the majority of responses.
In this spreadsheet, I included how many stars were given to each survey, employee mentions, procedure comments, mentions of the facility, quality of work, price, warranty issues, check-in procedure, timeliness, communication, RO number, service writer, and date.
By adding the RO number or the Deal number in Sales, you can isolate individual problem areas revealed in the spreadsheet and dig deep to find the problems and solutions you seek.
I found that 64% of all surveys mentioned their service writer or the service manager.
So what is their WOW factor (and other attributes)?
Now you can break it down by the individual attributes of each of your staff members to see where their strengths lie.
It's obvious that the three top concerns of the customer are:
How well you communicate with your customers is obviously important (18%). Your facility (7%), the price (9%), and other factors are obviously important, but they are expected to be top-notch or competitive. The WOW factors are the intangibles.
The WOW factors are Customer Service! Your people are the key!
I have focused here on the positive elements of customer surveys. But just as important is being able to locate the weak or negative elements. Once you know what is annoying or aggravating your customer, you can take steps to remedy and improve your people and processes.
Dig Deep and Prosper!
Written by Tom Gorham
Editor, From The Trenches