Measuring Customer Feedback
Many dealerships are aligned with the notion that customer feedback is an essential way of measuring success, but it isn’t always a true reflection of the customer experience (CX).
Customer feedback can be obtained by telemarketers – usually, an outsourced personal calling on behalf of the dealership, face-to-face surveys, or via online review tools such as instant insight. In each scenario, the customer is asked a series of set questions about a recent experience with the company.
Generally, dealerships will want to determine what their Net Promotor Score (NPS) is based on rolling customer feedback. This score is then often used to demonstrate how well they are performing to those higher up the chain of command – and is often linked to bonus schemes.
There is nothing wrong with taking this approach, and it can be a valuable tool to motivate staff and improve CX. However, we are seeing instances where the pursuit of a positive NPS is having a detrimental effect on their customer’s experience – and the business has no idea that it is happening.
Victoria from Surrey said:
“Every time I take my car into the local dealership I go through the same feedback process – the service representative informs me that I will receive a feedback call and asks me to rate them a 9 or 10, unless I have been unhappy with the service.
“The next day when I receive the call, I am again asked to rate the service I have received – scoring the dealership a 9 or 10 if I was happy and only and 8 or below if I was dissatisfied.
“The way in which these requests and questions are posed to me feels very pushy. I’m never unhappy with the service but I wouldn’t say I am blown away by a distinctly higher level of service than you would expect at any other dealership. However, I feel pushed into giving them a 9 or 10 when I feel they only really deserved a 7 or 8 and always come away irritated and annoyed by the whole process. If I had a choice of dealerships locally, I would certainly switch.”
This example shows how the customer had a perfectly OK experience in the dealership, but the overall experience ended negatively because of a pushy feedback process that is designed to chase a score and not seek ways to provide an even greater service.
What’s more worrying is that the dealership is probably unaware of the negative impact their feedback process is having on the overall customer experience, and at some point, their score-chasing strategy may backfire.
By really understanding your customer’s journey and managing their experience, you can achieve a high NPS organically, without the pushy tactics that then leave your customers with a sour taste.
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Courtesy of insight6