Case Study

Improving Customer Satisfaction Scores by Multiple Measures

A Case Study in Customer Satisfaction

Customer satisfaction is key in any industry but critical in the automotive industry. Third-party customer-service rankings are highly promoted and play a key role in building both brand awareness and customer loyalty.

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GP Strategies knows what it takes to make brands rise in the rankings. Based on a successful long-term relationship providing national product training for this Asian automotive brand, GP Strategies was asked to create a custom dealership salesperson product certification website and add new certification curricula to improve the sales process.

The GP Strategies Solution

This initiative would be the first time this brand’s dealers would be given instructional sales guidance tied directly to certification requirements, so GP Strategies proposed a multi-year progression of live and online courseware to serve the customers’ needs.

When it became clear that industry customer satisfaction surveys and the client’s own internal satisfaction index would become key metrics for evaluating the success of the new certification program, GP Strategies benchmarked similar initiatives in the industry, sampled the efforts in other leading retail industries, and leveraged the client’s own customer satisfaction research.

Based on this information, GP Strategies was able to configure a consistent ‘steps-to-the-sale’ sequence and created online certification courseware that corresponded to each of the steps.

The Outcome

After just two years of implementation, dealer performance increased so much that our client was able to raise the minimum certification requirements based on their own satisfaction index, thereby upping overall performance requirements across all their dealerships. The following year, our client moved six spots in a single year on the industry’s leading customer satisfaction score index, becoming one of the top five brands in the world in terms of customer satisfaction.

Results at a glance
After just two years of implementation, dealer performance increased so much that our client was able to raise the minimum certification requirements based on their own satisfaction index, thereby upping overall performance requirements across all their dealerships. The following year, our client moved six spots in a single year on the industry’s leading customer satisfaction index, becoming one of the top five brands in the world in terms of customer satisfaction.

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