SHOPSMART AUTOS – CUSTOMER INFORMATION – SEPTEMBER 15, 2020
SHOPSMART AUTOS – CUSTOMER INFORMATION – SEPTEMBER 15, 2020 Why Car Salespeople Beg for Top Customer Survey Scores (Pt. 1) The Simple Answer: Anything Less Than an A Is an F In car dealerships, it’s common to hear a salesperson ask — even beg — for a customer who has just bought a car to give him top marks in the customer satisfaction survey that will soon arrive. Here’s why: The salesperson’s pay, and potentially, the job itself, may very well depend on getting perfect 10s in this survey.Salespeople plead for good survey scores because their pay &; and maybe even their jobs depend on them. In most dealerships, giving a car salesperson an 8 or a 9 on consumer satisfaction survey’s 10-point scale is essentially giving the salesperson a zero score. If you had a good sales experience, consider giving the salesperson a top score. Put any performance suggestions in a survey comment box or in an online dealership review. In car dealerships, it’s common to hear salespeople ask — even beg — for customers who have just bought cars to give them top marks in the customer satisfaction surveys that will soon arrive. Here’s why: The salesperson’s pay, and potentially the job itself, may very well depend on getting perfect 10s in this survey.
Customer Satisfaction Index (CSI) scores are an important part of everyday life at a dealership, and for good reason. Automakers want to hear from customers in order to gauge how well the franchise is doing in key areas, primarily customer satisfaction with the sales process. On the dealership level, these scores often determine future inventory. The better the score, the more likely a dealership is to get in-demand vehicles. Depending on the manufacturer, CSI scores also can affect the quarterly or annual bonuses it pays to the dealership, which are often essential to the dealership’s bottom line.
If a salesperson does a bad job, he or she deserves a bad survey. But what should shoppers do if they feel good about the transaction but weren’t blown away by it? The normal impulse would be to give a salesperson an 8 or a 9 rather than a perfect 10. But because of the scoring models used, an 8 or a 9 is essentially the same as giving the salesperson a zero. With so much on the line for both dealer and salesperson, begging for high marks often becomes part of the deal. Some car shoppers know the importance of a good survey and use the CSI survey as a negotiation tool, promising great scores if the dealership will “sweeten” the deal. The specter of a bad survey, meanwhile, can be enough to prompt a salesperson to turn down a car sale. “If I had a really unhappy customer I thought would give us a terrible survey, I’d sometimes have to pass on the deal,” a former sales manager with 20 years of experience told Edmunds. “I couldn’t take the risk of a terrible survey. I hated missing a deal because of a survey, but it could take 15 perfect surveys to make up for a single bad one.” I have some suggestions on how to proceed, but first let’s look a little more deeply into how CSI scores work in dealerships. Only a 10 Will Do
Just as receiving an A on a 100-question math test may not mean that the student answered every single question correctly, a top score on a CSI survey does not mean that the deal was perfect. In the eyes of dealers and carmakers, a perfect score simply means that overall, the car shopper was happy with the sales process and satisfied with the service received while doing the deal. You might think “satisfied” would equal a score of 80%-85%, leaving some room above that for “delighted” or even “deliriously happy.” But that’s not how it works. Make it a champion day!
Tags: 2019 Subaru Forester Touring, 2020 BMW iX3, 2020 Chevrolet Suburban, 2020 dodge charger, 2020 EQC, 2020 Ford Super Duty, 2020 Honda Pilot, 2020 Kia Optima, 2020 Kia Soul, 2020 Lincoln Aviator, 2020 Mercedes Benz
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