Objective

The CSI Programme is designed to obtain and record data from telephone-based customer satisfaction surveys, with reports being compiled to reflect CSI calculation for dealerships, nationwide.

It replaces the traditional method of mail-based CSI surveys which on average yield a relatively low response rate of 20%. Telephone-based CSI, in most cases, yields a response rate of 70% and above and achieves a more robust CSI calculation for the dealer network.

The CSI Programme is used to gain customer insight into all aspects of dealership business – from new sales, to used sales as well as service. All survey results are collated into reports for distribution at dealership, regional and national levels. As well as evaluating sales & aftersales business – the most important aspect of the business is also evaluated – staff as all sales consultants and service advisors are evaluated on their performance levels.

Features

Call Recording

All calls are recorded in order to:

• Ensure that operators are meeting quality assurance guidelines
• Validate or substantiate CSI scores
• Aid in customer training purposes
• Escalate serious customer disputes to the highest level

CSI Reports

A number of reports are produced and distributed via email to various management levels:

• National Reports – Head office
• Regional Reports – Head Office and regional office
• Dealer Reports - Dealership
• Individual Customer Reports - Dealership

Reports encompass overall dealer CSI scores on both Sales and Service as well as individual scores per Sales Consultant and Service Advisor. Scores are compared to both national and regional averages with the results produced in tabular, line and bar format.

National reports also contain a Dealer Ranking Report which ranks dealers nationwide in relation to their CSI scores.

Data Quality Reports

• National Summary Reports
• Dealer Error Reports
• Performance Summary Reports

These reports are part of the quality assurance process and are designed to highlight data quality issues. These reports are produced on a fortnightly and monthly basis and show the following items per dealer:

• Number of records submitted
• Number of errors (both as a figure and as a percentage)
• List of records in error
• Useable sample size
• Number of surveys attempted
• Number of surveys successfully completed
• Monthly quota
• YTD quota

These reports are used by the regional managers to measure the quality of data submitted by the dealers and to take corrective action for those dealers whose data quality is below an acceptable standard.

Customer Alerts

Customer alerts are produced if:

• A customer has a concern and wishes to be contacted by either the dealer or the manufacturer (Customer Concern)
• A customer has indicated that they do not wish to participate in current or future CSI activities (Request for Privacy)

These alerts are produced the moment a call has ceased and is emailed immediately to the dealer in question as well as the regional staff for immediate action and resolution, if necessary.

Benefits

• Increased customer satisfaction and retention
• Increased customer response to dealer marketing initiatives
• A more accurate customer database
• Measurable results
• Identifies customer issues
• Instant customer feedback
• Faster outcomes and resolutions
• Escalates any outstanding customer issues/concerns to the appropriate regional/dealer personnel
• More personal method of communicating to customers
• Identifies loyal customers and brand defectors
• Sets a data quality benchmark for dealers
• New source of testimonials
• All sales and service information is stored on a central database
• Increase database accuracy
• Increase CRM opportunities and activities
• Calls can be used for training purposes