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24HourForums.com > Supported Forums > 24's Money Business > How important are customer satisfaction surveys?

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shirohniichan
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 Posted: 08:21 pm

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Car manufacturers place a great deal of importance on customer satisfaction surveys. Below-average surveys lead to the loss of perks, and extremely bad surveys lead to termination of the salespersons who receive them.

The surveys are set up to make it easy for manufacturers to deny perks. One example is a vague question: "Were there any problems with your vehicle at time of delivery?" Customers routinely answer, "Yes", even though there were no problems with their cars. In the explanation box they may fill in comments such as "There was a mistake on the paperwork" or "The first car they showed me was the wrong color." Instead of removing the bad mark where customers answered incorrectly, the manufacturer keeps them. Also, we can't tell customers how to answer the surveys. If we try to explain the questions customers are most confused about, we are guilty of influencing them. If we get more than two "influence" marks against us in a year, the manufacturer takes away advertising support paid to the dealership.

Do these solicited survey forms really give us a good picture of customer satisfaction?

What made me wonder about this was a call I got from a ranger at Saguaro National Park. He was surprised and grateful that I sent in an unsolicited letter to his park about how much we appreciated the Junior Ranger Program there. His call suggested to me that they don't get many unsolicited letters expressing satisfaction with their services.

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 Posted: 05:19 am

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shirohniichan wrote: Car manufacturers place a great deal of importance on customer satisfaction surveys. Below-average surveys lead to the loss of perks, and extremely bad surveys lead to termination of the salespersons who receive them.

The surveys are set up to make it easy for manufacturers to deny perks. One example is a vague question: "Were there any problems with your vehicle at time of delivery?" Customers routinely answer, "Yes", even though there were no problems with their cars. In the explanation box they may fill in comments such as "There was a mistake on the paperwork" or "The first car they showed me was the wrong color." Instead of removing the bad mark where customers answered incorrectly, the manufacturer keeps them. Also, we can't tell customers how to answer the surveys. If we try to explain the questions customers are most confused about, we are guilty of influencing them. If we get more than two "influence" marks against us in a year, the manufacturer takes away advertising support paid to the dealership.

Do these solicited survey forms really give us a good picture of customer satisfaction?

What made me wonder about this was a call I got from a ranger at Saguaro National Park. He was surprised and grateful that I sent in an unsolicited letter to his park about how much we appreciated the Junior Ranger Program there. His call suggested to me that they don't get many unsolicited letters expressing satisfaction with their services.

Thanks for posting this about the "surveys".  It makes me wonder about a lot of "surveys" people get handed.  Because of this..........I'll look a lot closer!




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