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Customer Satisfaction Surveys

500 messages,  Last post on Oct 27, 2008 at 12:50 PM

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#6 of 500 Surveys, ugh. by landru2 Aug 22, 2003 (8:51 am)
If every one of our customers answered every question with "very satisfied" you'd think we'd be doing something right wouldn't you? Unfortunately, in Ford's eyes, that would put us at a score of 0%.   There will always be those people that equate top marks with perfection. And of course, to these people perfection can never be attained. So, ergo, no matter how good of a job we do, we can never be perfect and can never get top marks.   It's a very frustrating system for everyone involved.
#7 of 500 Landru... by 18fan Aug 22, 2003 (9:12 am)
It's not the *size* of the bribe that matters, it is that they offered a bribe at all. bgabel described his experience as average... not horrible, but not outstanding either. One way to receive exemplary marks on the survey is to give outstanding service to the customer. Sounds like this dealer did not do that.... but wants to be rewarded as if they did.   I understand the dilemma to sales people & dealerships that the survey results directly effect bonuses, allocations, etc..... it is certainly not a perfect system. Wouldn't the dealership WANT the customer's honest feedback on their buying experience? It would have a direct effect on future sales.... not only if bgabel goes there to buy his next car... but more immediately, the people bgabel would recommend... or *not* recommend.... to that dealership.   Landru, I'm sure YOU give exemplary service to your customers....
#8 of 500 by audia8q Aug 22, 2003 (9:21 am)
Part of the problem with the mfg. surveys is the consumers don't understand that anything other than a perfect score is a failure. With every mfg we sell....they give the consumer the option to grade the dealership and car from 0-10. Ten being the best. If we get one 9 its rated the same as 0 on everything....This is unfair to the consumer and the dealer, especially since the mfg leads the consumer to believe that it isnt pass fail....   I don't bribe people for surveys, but we sure see alot of consumers who try to get something for a good survey!!! All of our salespeople explain the details of the survey and how they work...they also say the following "when you get your survey, if there is ANY reason you can not give us 10's, please contact us and let us address the issue before you send in the survey"   On the other hand....any consumer who makes a purchase, from any retailer, who has a reason to give the retailer a bad survey is an idiot for making the purchase from that retailer. To whine about something after the buyer has rewarded the bad retailer with a sale is absurd. I can not imagine buying something from somebody who makes me upset.
#9 of 500 18fan, by landru2 Aug 22, 2003 (9:23 am)
As I alluded to, the biggest problem is not in improving our service so that customers give us good marks. The biggest problem is getting happy customers to mark "completely satisfied" rather than "very satisfied."
#10 of 500 Put the blame where it belongs by edle777 Aug 22, 2003 (9:39 am)
IMHO, the problem is the car maker who grades the surveys so unfairly. It's like a school that says you need 100% to pass the course. So as a student, if you get a 90%, do you go complain to the teacher who gave you the mark? Not if you deserved it. The problem is the administration and their unrealistic standards. If they don't listen to your concerns, then I guess you're SOL. Nobody said life was fair. You want to sell this car maker's cars for a living, you have to accept the good with the bad.   Customers should fill out the survey as he/she sees fit. A bribe is still a bribe and shows a lack of integrity of the part of the dealership. The fact that a dealer is graded harshly isn't the customer's problem.
#11 of 500 edle777 you've missed the point. by landru2 Aug 22, 2003 (9:46 am)
No one here is saying that an unhappy customer should say they are happy. No, the marking system is not the customer's problem. But I think many customers intend to reward us by marking "Very Satisfied." I think they should be informed that that score will in fact give us a 0% mark.
#12 of 500 Landru, by 18fan Aug 22, 2003 (9:48 am)
Understood... and I agree with you.   My point, though, is that it is a much easier "sell" to explain the survey system (all or nothing) to a customer who has received outstanding service through the buying process. The happy customer is much more likely to give top marks, whereas the customer who had only an average experience (as bgabel described) is likely to be put off by perceived attempts to "buy" a better survey than the level of service deserved.
#13 of 500 As long as I can remember by rivertown Aug 22, 2003 (9:53 am)
the dealer has made it clear how the surveys are scored, and I've understood that. So, the dealer gets a perfect score from me if the service is at least average and completely free of shady dealing. I'm a hard sell, and yet it's not hard to get a perfect CSI from me. So, if you're taking CSI hits it might pay to take a good look at the basics. I'm gonna call the dealer to let him know about the doc fee added just prior to signing or about the service dept unwilling to deal with a tire with a slow leak the day after delivery? Yeah, right. That's basic stuff, which the dealer can catch on his own - if he's interested.
#14 of 500 Perfect score for average service? by landru2 Aug 22, 2003 (9:57 am)
Unfortunately many people feel their conscience won't let them mark perfect for average service.
#15 of 500 Landru by edle777 Aug 22, 2003 (9:58 am)
I agree that customers should understand the difference between "very" and "completely". But the fact that they are graded so differently by the car maker is what doesn't make any sense. If it's an all-or-nothing thing, they should make it so. As I recall, the last car survey I filled out had mostly (Y/N) questions so it was clear to the survey taker that it was all-or-nothing.

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