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Customer Satisfaction Program Improvement
Presented by Strategic Research Initiatives LLC
CHALLENGE
SRI helped a major motorsports manufacturer redesign and improve their dealership Sales & Service CSI program, which because of extremely low response rates (8%-12%) they were considering discontinuing the program.
SOLUTION
SRI implemented a number of changes to the questionnaire, distribution schedule and procedures and reporting to ensure that the program was more beneficial to the client and the dealers.
RESULT
SRI was able to increase response rates from 8%-12% to 28%-32% annually after the redesign. We also:
•Improved the utilization of data for dealers and internal staff
•CSI data was now used as part of dealer compensation and reward programs
•Designed procedures to identify dealer interference
•Designed program to be defensible in a court of law
The client was very happy with the changes to the program and, rather than discontinuing the program, it became an important part of the manufacturer's annual communication and dealer support strategy with their dealers.
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