Used Car CSI

A 12-month pilot scheme with a number of major AM100 dealer groups has resulted in the creation of a customer satisfaction index service (CSI) that is dedicated to used cars.  The web-based JudgeService gives dealers an end-to-end customer contact and monitoring facility that allows groups to be able to assess both the sales of used cars and the satisfaction of customers across different sales teams, marques and dealerships, as well as helping to promote and encourage positive customer testimonials via the use of social media sites.

The scheme was developed by a team that includes Dale Woodley, a former motors.co.uk executive, and was piloted with Lookers, Benfield Motor Group and Perry's Group.

"We have found that using JudgeService has given us an invaluable insight into how our used car customers perceive our service quality" says the Managing Director of Lookers' franchised dealerships, Andy Bruce.  "The response rates give us meaningful data which is reported in a way that allows clear understanding of the customer experience and lets us focus on what we do well and where we can improve.  It also provides us with a mechanism to explore how we might start to influence the ever increasing trend of third party testimonials."  

The Sales Director of JudgeService, Dale Woodley, says that while the use of CSI systems is well established in the new car market, the used car industry has fallen behind in terms of effective ways of monitoring sales performance.  New cars and aftersales will be integrated into the CSI service during 2012.

published: 24/01/2012