2. Introducing… Powered by

3. 1 An immediate, systematic, customer follow-up and complaint resolution program designed for dealers by dealers Powered by

4. 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

5. 3 Designed For Dealers –Next day follow-up phone interview of any or all customers following an event at the dealership –Immediate e-mail 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

6. 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 e-mailed 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

7. Survey Questions

8. 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:

9. 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?

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

11. Reports

12. 10 7 Day Report Summary

13. 11 Customer Feedback Report Click speakers to hear actual comments

14. 12 24 Hour Report

15. 13 Hot Comments

16. 14 Likes/Dislikes (Q4/Q5) Report

17. 15 Staff Report

18. 16 Sample Disposition Report

19. 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 email 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)

20. For more information www.NADA-24.com Pat Holden – 312-526-4918 Pat.Holden@Synovate.com or Mark Zar - 248-541-6129 Mark.Zar@Synovate.com www.NADA-24.com Pat.Holden@Synovate.com Mark.Zar@Synovate.com Powered by