Introducing… Powered by

1 An immediate, systematic, customer follow-up and complaint resolution program designed for dealers by dealers Powered by

2 Background on CSI Initiative –In 2003, NADA appointed a committee to compile and communicate dealer issues with manufacturer programs  Synovate was retained to support market research effort –Conclusions were shared with all manufacturers  Several manufacturers have implemented changes, such as shortening surveys and changing top box metrics –The committee then explored other opportunities to support dealer efforts to improve customer satisfaction  Synovate retained to support research effort  1500 dealers surveyed  7 manufacturers interviewed

3 Designed For Dealers –Next day follow-up phone interview of any or all customers following an event at the dealership –Immediate alert and explanation for any dissatisfied customer, complemented by complaint resolution program –Daily summary of the previous day’s contacts and results  Calls made, interviews completed  Scores from each interviewed customer  Audio-recording of customer’s explanation for positive or negative experience –Monthly detailed report  Summaries of scores analyzed by franchise, type of event and dealership staff  Trend and importance analyses

4 Designed By Dealers –Dealers in control of cost  Dealers select events to be surveyed, from all customers to random sample  Highly competitive pricing, with charges only for work completed  Negligible sign-up fee & 90-day contract with 30-day termination  No hidden costs: DMS access, software, alert system included in base price –Representing the dealership  Short 2-minute survey with optional add-on diagnostic questions  Interviewing conducted out of North America with accent-neutral staff and availability of interviewing in most foreign languages spoken in the US  Full customer interviews posted  Reports and alerts ed to all managers specified by dealer –Easy to use  Web-based delivery of daily summary reports, comments and alerts  Interactive, web-based system for monthly reports  Personal account manager assigned to each dealership

Survey Questions

6 Dealership Events Retrieved Daily Core Measures 4 questions Diagnostics 6 questions Core Measures 4 questions Diagnostics 6 questions Core Measures 4 questions Diagnostics 6 questions Core Measures 4 questions Diagnostics 6 questions Core Measures 4 questions Diagnostics 6 questions Customer Pay Service Warranty Service New Vehicle Sales Used Vehicle Sales Body Shop Service Consolidated Reporting Dealers select from questionnaire modules:

7 Sales & Service Core Survey ­Introduction: On behalf of the dealership… 1. Satisfaction Satisfaction with the overall sales/ service experience 10 = very satisfied; 1 = very dissatisfied 2. Recommend Likelihood to recommend to family or friends 10 = would definitely recommend; 1 = would definitely not recommend 3. Repurchase Likelihood to buy again/ return for service to this dealership 10 = would definitely buy again; 1 = would definitely not buy again 4. Customer Drill Down Low Scores: What could the dealership have done better to make you more likely to recommend? High Scores: What did the dealership do well?

Survey Closing Statement Endorsement for customer to cooperate with future manufacturer survey

Reports

10 7 Day Report Summary

11 Customer Feedback Report Click speakers to hear actual comments

12 24 Hour Report

13 Hot Comments

14 Likes/Dislikes (Q4/Q5) Report

15 Staff Report

16 Sample Disposition Report

17 Status of –Pilot program launched with 10 dealers on January 17, 2005  To develop process for retrieving customer records from all dealer management systems  To collect dealer input on reports and user-interface  To gather statistics on program –Some important statistics  Customers refusing interview is negligible (<3%), and most refusals are “friendly”  Completion rates running roughly 64% after 7 attempts, revised to 7 attempts to contact within 7 days  Cooperation rate among contacted customers is 97%  20% of customers leave recorded messages.  4% have generated a complaint alert to the dealer –Program officially launched to the dealer community at NADA Convention  Received praise from Automotive News and other media sources  Strongly supported by most manufacturers  Dealer interest is very high (including dealers of all sizes and several national chains)

For more information Pat Holden – or Mark Zar Powered by