SHOPSMART AUTOS – CUSTOMER INFORMATION – APRIL 14, 2021
How to Improve CSI Scores
The Underlying Campaign
This campaign is called Training – train for knowledge and building skills in order to maintain the right attitude. Many auto dealerships ‘do training.’ They do in-house training, and they send staff to specialist training centers. Some even hire in specialist trainers to make sure they ‘get it right.’ Unfortunately there is a disconnect in people’s minds between the 3-Step Strategy and the knowledge they are being taught, and the skills they are practicing. Training must clearly deliver on the philosophy behind the Strategy, and the Strategy must underlie the Training Campaign. Dealership management can greatly improve training results by introducing simple incentives for people who show they know, who prove they understand and who demonstrate that they can perform. If you really want to improve your dealership’s CSI scores, introduce a sequence of simple bonuses to incentivize further improvement. You can, actually, give the team certificates when they reach a certain level of knowledge, skill and attitude. You can present individuals with a Cup of Awesome or other gifts that they can display. The display will reinforce their training. It is a constant reminder to them and others about what they achieved to advance through the sequence, and to incentivize them to want to get the next award, or gift, in the sequence. Which brings us to:-
The Real Campaign
The real campaign is designed to ensure the knowledge and skills are used perfectly in every customer encounter. Too often, after a customer buys a vehicle, the sales person asks for a perfect survey score. Customers either expect this final conversation – because that’s what dealership people do – or it comes as a surprise. In both cases, most customers do not understand how important a perfect survey result is. You can overcome this in a very simple way. Send your customer an appreciation gift, and include a survey reminder card like the one we have below. It is a perfect opportunity to introduce the idea, the importance to the sales person and the dealership of a perfect CSI score. Making survey reminders part of the sales experience will maximize score results because the customer actually understands the idea behind perfect performance, and they also experience it.
Rewards
Dealerships management can introduce another simple rewards program for staff who help customers understand CSI, and who achieve perfect CSI scores. Simple and frequent rewards are great motivators – they are not just incentives. The quarterly bonus then becomes the icing on the cake, not just a singular event. You can also reward the customer. If the customer has experienced great service with you, was delighted by a customer appreciation gift, and is rewarded for making referrals, then they are more likely to sing your praises to all of their friends!
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