[Posted June 26thth, 2014 by Keith Shetterly]
Knowing that your customers are happy and satisfied with your products and the level of service your auto dealership delivers can be accomplished through the use of an automotive CSI. CSI (Customer Satisfaction–or Service– Index) software helps you measure the satisfaction of your customers and provide the feedback necessary to ensure that their needs are being met and that they are satisfied with the service your auto dealership is providing.
As the owner of an auto dealership, it is important for you to know what the customer satisfaction index is and how it can be used to increase your business. Understanding automotive CSI should help you to incorporate the tools needed to improve results and keep your customers happy.
The Importance of the Customer Satisfaction Index
Annually J.D. Power puts out a study that measures overall customer service at auto dealerships throughout the country. This study is based on a 1,000 point scale that looks at five factors that go into determining the ranking for a dealership. These factors, in order of importance, are: service quality, service initiation, service advisor, service facility and vehicle pick-up.
These factors are important as, according to the J.D. Power study, more of your customers are coming to for vehicle maintenance rather than vehicle repair. In 2013, 77% of car owners stated that their primary reason for visiting their auto dealer was for a maintenance related issue, such as an oil change or tire rotation. This number was 7% higher than the number of customers making the same type of visit to dealerships in 2012 (72%) and 22% higher than 2011 (63%).
Increasing your Customer Satisfaction Index
Why are those numbers important? If you so not have in place an integrated automotive CSI that helps you determine how satisfied your customers are, you have no way of improving service or providing the necessary advantage to retain customers and create additional business opportunities. Your CSI, as part of your total customer relationship management or CRM system, can provide the necessary data to all of the functional areas of your auto dealership (i.e. sales, service, parts, etc.) in order to schedule maintenance appointments, pinpoint service deficiencies and areas of improvement and create a way to follow-up and up-sell your customers.
Using Software and other Resources for Your CSI
A good automotive CSI should provide you, at a minimum, with the following tools for your auto dealership: information on your unsold inventory, customer input on the level of service provided to them during the sales and service process of their vehicle, a follow-up mechanism on internet leads and ad sourcing. A system, such as the DealFinder Live automotive CSI, provides you with these measurement tools and can help not only propel your sales but also improve the level of service throughout your auto dealership.
As hard as it is to imagine in this day and age that some auto dealerships have not fully employed technology solutions to assist in their selling more cars, it is even more unimaginable that a dealership is not measuring their results. If you are one of those dealerships, it is time to make your data work for you and put in place the technology solution that will not only give you intelligent data but the information you need to meet and exceed your sales goals and customer retention rates.