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The best way to find out how your customers really feel about the services provided by your dealership is to ask them. There are many techniques you can use, comment cards, danglers, and surveys, but the telephone follow-up will yield the best results:
You can get feedback from all of your customers, not just the few who take the time to fill out a written response.
Feedback is immediate, since you determine when the contact is made,
During the contact, you can ask probing questions to gather more information or clarify an issue;
And, you can respond to problems on the spot
The telephone calls should be made within 24-48 hours of a service visit, and only a qualified person who is empowered to take action should make the calls.
Develop a contact script in advance. Remember your objectives; to thank customers for their business, to determine their overall satisfaction with the experience, and to identify any problems that may need to be addressed.
The caller should record all pertinent data on a contact sheet and take whatever action is called for based on the customer’s response. Follow up, as needed, on any commitments made. Lastly, have your managers analyze the survey results to determine what changes should be made to improve your service process.
It’s simple. If you really want to know how well you’re doing, don’t be afraid to ask.