CSI Training Presentation Dealer

Document Sample
CSI Training Presentation Dealer Powered By Docstoc
					   CSI SURVEY
    PROCESS
Customer Satisfaction Information
       The Changing Market
• Product quality is the “price of entry” for today‟s consumers.
• The “consumer movement” has produced better educated
  buyers who expect quality treatment as well as quality
  products.
• Competition is more intense in today‟s mature North
  American market as an increasing number of global auto
  companies vie for customers.
                 Strategic Approach
        to Creating Customer Enthusiasm

                        Customer
                       Expectations
                Dealer/Retailer Environment

                  Retail Standards

Measurement


                   ROS - Retail
                 Operating System



                      Resources
              CSI Background
• In 1995, GM introduced Retail Standards based on what
  customers “expect” when they visit a dealership to purchase
  a vehicle or have it serviced. At the same time, a common
  CSI survey process was implemented for all US divisions
  and Canada (except Saturn Saab) to measure how well GM
  and its Retailers meet customer expectations.
• The initial survey process and questionnaires were carefully
  developed over a two-year period, with ongoing retailer
  involvement and extensive consumer testing of al question
  wording, the format and satisfaction scale used.
• Over the years, several tools have been developed to
  improve CSI. As a result of these efforts, GM has elevated
  the customer experience and substantially improved its
  competitive position.
               CSI Background
• In 2003, NADA released a White Paper challenging various
  aspects of CSI, and its usage by auto manufacturers. At the
  request of GM‟s National Dealer Council (US), the RSSA
  Dealer Advisory Board (US) and CSI Team undertook a
  year-long review of the overall CSI process, questionnaires,
  scales and scoring as well as the GM Retail Sales and
  Service Standards, which CSI was designed to measure.
• The result is the US will be streamlining their Standards in
  January 2005 to a set that is similar to the Retail Standards
  that GMCL is guided by. Also, in January the CSI survey
  will receive a fresh new look to the design and minor
  modifications in content.
• January 2005 Saturn Saab Canada and Saturn US will join
  the common CSI survey process.
Customer Enthusiasm Process
            Customer
           Expectations



            Standards



    CSI                   ROS/Tools
 Primary Objective of CSI

To evaluate dealer/retailer performance
  to the GM/Brand Retail Standards.
                CSI Usage
• Monitor performance over time and gauge relative dealer
  /retailer performance to the zone/national

• Identify improvement opportunities related to internal retail
  processes, procedures and personnel training

• Incentive criteria

• Retail pay-for-performance
    CSI Survey Description
• Most GM/Saturn Saab retail purchase/GMAC
Lease and warranty service customers receive a CSI
survey.
• Each questionnaire is identified with a divisional
logo and personalized with the owner‟s name, address
and the specific vehicle and dealership/retailer
involved in the sale or service.
• CSI is divided into two separate parts:
   – Purchase and Delivery Satisfaction (PDS) and
   – Service Satisfaction Survey (SSS)
Purchase & Delivery Satisfaction (PDS)

 Who gets a PDS survey?
 • Eligible Deliveries are “retail” only:
    –   Sales to individuals (not companies)
    –   GMAC Leases (for individuals)
    –   Non-GMAC Leases (if owner is identified)
    –   Option I, Option II, and PEP Employee Purchases
    –   Bailment units (to the first retail customer)
    –   Incomplete Vehicles (“B” for Chevy or “D” for GMC
                                 in 3rd position of VIN)
   Purchase & Delivery Satisfaction Survey
                   - PDS -
What are buyers asked?
Questions related to:
  –   Dealership/ Retailer
  –   Sales Consultant
  –   Financial Process
  –   Overall Purchase & Delivery Experience
When are PDS surveys mailed?
  Surveys are mailed about 3-4 weeks after a delivery
    is reported
   Purchase & Delivery Satisfaction Survey
                   - PDS -
When do the surveys have to be returned by
 the customer?
  Surveys are required to be returned within 30 days
    of the survey mail date. Survey results received
    in this timeframe will be included in the
    Dealer/Retailer scores. Surveys returned 31-45
    days will have results provided but not included
    in the scores.
  Service Satisfaction Survey (SSS)

Who gets a SSS survey?
A. Eligible retail service events include:
     Any retail service that occurs during the vehicle
      warranty period in effect, plus two years beyond
      warranty for campaign
     Only one service visit in 90-day period (a
      maximum of 3 per year)
     None during the first 60 days of purchase
   Service Satisfaction Survey (SSS)

Who gets a SSS survey?
B. Eligible vehicle types;
      - Retail
      - Mileage greater than 3 km
      - PEP vehicles
      - Retail demos
      - Bailment units (to the first retail customer)
      - Incomplete vehicles (“B” for Chevy or “D” for GMC
                                 in 3rd position of VIN)
    Service Satisfaction Survey (SSS)
Who gets a SSS survey? (cont’d)
C. Eligible Warranty Claim Types:
  – “blank” (regular warranty claims)
  – “J” (Campaigns)
  – “M” (Deductible overrides on warranty claims)
D. Eligible Labor Codes:
  All Labor Codes except:
      – All “Tnnn” (technical bulletins, etc.)
      – All “Znnn” (special, NVI, etc.)
      – All “S0000” through “S49999”
    Service Satisfaction Survey
              - SSS -
What are service customers asked?
Questions related to:
   – Service Department
   – Service Consultant
   – Service Delivery
   – Overall Service Visit
When are SSS surveys mailed?
  Surveys are mailed about 3-4 weeks after a
  warranty event is reported
          Service Satisfaction Survey
                    - SSS -
When do the surveys have to be returned by
 the customer?
  Surveys are required to be returned within 30 days
    of the survey mail date. Survey results received
    in this timeframe will be included in the
    Dealer/Retailer scores. Surveys returned 31-45
    days will have results provided but not included
    in the scores.
  CSI Reporting and Usage
• Dealer/Retailer scores are aggregated monthly for sales and
  service and made available on the CSI website in a common
  format for all franchises.
• Daily images of all returns are uploaded to DealerPulse(the
  CSI analytic tool) for review and handling.
• Dealers/Retailers are able to monitor their performance over
  time and gauge their performance relative to the
  district/zone/national.
• CSI helps identify improvement opportunities related to
  internal retail processes, procedures and personnel training.
• CSI results also are used for incentive criteria and retail
  compensation.
        CSI Scale Research

• Thousands of customers evaluated 18 scale
  alternatives.
   – Scale wording, anchoring, direction and the number
     of answer categories were tested
   – CSI scale clearly outperformed all others

• The scale was so successful that it has been
  incorporated into other GM surveys, including
  product and competitive research.
            Survey Content
Scales
   – YES and NO.
   – From “Completely” to “Not At All Satisfied”
   – From “Definitely would recommend” to “Definitely
     would not recommend..
• Focus on behaviors and observable conditions -
  Related to GM Retail Standards

   – Dealership/Retailer Sales and Service Department.

   – Sales/Service Consultant & Technician

   – Sales/Service Delivery.
                  CSI Scales
                Satisfaction Levels
Completely     Very                  Somewhat     Not At All
 Satisfied   Satisfied   Satisfied    Satisfied    Satisfied




             Recommendation Levels
Definitely   Probably     Might/      Probably    Definitely
 Would        Would      Might Not      Not         Not
Why Index and Top Box?

Index and Top Box reporting serve
specific purposes.

In combination, you have the most
complete picture.
                        Index Scores
•   Reflect dealer/retailer performance among all
    customers
•   Provide greater differentiation among dealers/retailers
•   Beneficial for diagnostics, dealer/retailer incentives and
    consultation
•   Account for incremental improvements
    (reflect changes at levels less than Top Box)
Calculating Index Scores
Value   Satisfaction Level             Responses           Total
   4    Completely Satisfied       x       93         =     372
   3    Very Satisfied             x       45         =     135
   2    Satisfied                  x          9       =      18
   1    Somewhat Satisfied         x          9       =          9
   0    Not At All Satisfied       x          8       =          0


        Totals:                           164               534


          Aggregate Score      =        534
                                                  =       3.26
          Total Responses      =        164
 Interpreting Index Scores
                        Responses      Responses
                       for Dealer A   for Dealer B
Completely Satisfied        25             45
Very Satisfied              30              --
Satisfied                    --             5
Somewhat Satisfied           --             --
Not At All Satisfied         --             5
Total Responses             55             55


Average CSI                3.45           3.45
         What is “% Top Box”
 Completely     Very                    Somewhat       Not At All
  Satisfied   Satisfied     Satisfied    Satisfied     Satisfied



    
Top Box Scores represent the percentage of customers who
respond “Completely Satisfied” to a scaled question.



% Top Box =         “Completely Satisfied” Responses
                             Total Responses
              Top Box Scores

   • Easy to understand and communicate
   • Closely associated with loyalty
   • Support GM‟s vision of Total Customer Enthusiasm

CSI data substantiate expert findings that completely
satisfied customers are considerably more loyal.
                  The Importance of % Top Box
                        Purchase & Delivery Satisfaction Survey

    Percent         Overall Dealership
  Responding        Satisfaction (Q.14)

      80%            Completely Satisfied                                                    99%

      14%                     Very Satisfied                                   65%

       4%                           Satisfied                20%

       1%             Somewhat Satisfied           3%

       1%              Not At All Satisfied       2%

    100%                                      0%            20%    40%   60%         80%   100%

                                                Percent “Definitely” Recommend Dealership (Q.15)
Source: Data received Jan-Dec 2004 for Total GM of Canada
                  The Importance of % Top Box
                                      Service Satisfaction Survey

    Percent         Overall Dealership
  Responding        Satisfaction (Q.16)

      61%            Completely Satisfied                                                   97%

      21%                     Very Satisfied                            52%

      11%                           Satisfied               13%

       4%             Somewhat Satisfied           3%

       3%              Not At All Satisfied       1%

    100%                                      0%            20%   40%    60%      80%      100%

                                                Percent “Definitely” Recommend Dealership (Q.17)
Source: Data received Jan-Dec 2004 for Total GM of Canada
   The Rewards for Achieving
 Complete Customer Satisfaction
The following apply equally to GM and its
dealers/retailers:

     • Increased customer loyalty
     • Higher sales of vehicles, service and parts
     • Greater market penetration
     • Improved profits
          Dealership/ Retailer
           Responsibilities
• Strive to achieve Complete Customer Satisfaction
• Maintain CSI integrity and avoid “interference”
• Report new vehicle deliveries accurately and promptly
• Report warranty, campaign and policy events accurately
  and promptly
• Maintain complete and up-to-date employee names and
  personal identification numbers in WINS for accurate
  Personnel Performance Summaries (both service and sales)

• Analyze CSI score performance and create action plans for
  continuous improvement.
                   CSI Scope
•   Largest survey process in GM‟s history
    - 9 Million surveys mailed annually (PDS & SSS combined)

•   CSI response rates (on average): 54% PDS/34% SSS

•   Nearly half of all surveys have comments (positive or negative)

•   In January ‟03, DealerPulse was launched
     - An optional, online tool for analyzing CSI data
     - Endorsed as the best CSI tool for diagnostics by Dealer
    Communications Team.
          Continuous CSI Feedback
• Timely feedback to dealers/retailers/divisions:
   – Surveys requiring „immediate‟ attention faxed to dealers/retailers
     within 24-hours of receipt
   – Daily online images of all survey returns available on DealerPulse
       (responses as well as any customer comments provided)
   – Daily electronic delivery of „select‟ surveys with comments
     to General Motors Customer Communication Centre
   – Monthly website reporting of summary scores and
     individual customer responses to dealers /wholesale
             Prior to January ‟03, CSI data reported by “event” month
             Now, all survey returns are processed in month received
CSI Monthly Wholesale Reporting*
         North American Summary – Division
         North American Summary - Region
         National Summary
          - Includes National, Region, and Zone scores
         Zone/Dealer/Retailer Summary
         National/Zone Impact
         Vehicle Line Summary
         Trend Graphs


  * Online Base Program Reports.   Each for PDS and SSS.
CSI Monthly Dealer/Retailer Reporting*
   • Point Summary
       – Scores for “key” questions by division(s) at site and
         a location point total
   • Division Summary - all questions
       – Dealership/Retailer scores relative to Zone, and National
   • Personnel Performance Summaries
       – Sales Consultant
       – Service Consultant
       – Service Technician
   • Response Detail Summary - by customer
   • Batch Download of all monthly CSI reports for a
     Dealer/Retailer
   • Dealer/Retailer Bar Charts

 * Online Base Program Reports.   Each for PDS and SSS.
  GM DealerPulse Overview
What is it?
•  DealerPulse is a powerful, online CSI diagnostics tool. Currently,
   74% of all GMCL dealers are enrolled.
•  It employs up-to-date, dealer specific CSI information that
   empowers dealers to quickly pinpoint customer satisfaction issues.
•  It assists dealers in focusing resources on highest CSI-impact
   areas.
What are the benefits?
•  Dealerships that use DealerPulse show greater improvement in
   their two overall CSI scores than dealerships that don‟t
•  Dealerships that are “heavy users” (20 or more unique logins per
   month) show even greater improvement in the two primary CSI
   Top Box scores than dealers who log in less often.
    CSI Tools & Web Addresses
•    GM DealerPulse
    –   www.gmdealerpulse.com
•    GM CSI website
    –   www.gmnacsi.com
•    GM Retail Operating System (ROS)
    –   https://www.autopartners.net/apps_can/gminfonet/en/infon
        et/domestic/shared/gmros/index.html
•    GMInfonet – Customer Satisfaction Information
    –   https://www.autopartners.net/apps_can/gminfonet/en/infon
        et/domestic/shared/csi/index.html
          CSI gmnacsi.com
How to access the site?

First Time Set Up
• Go to www.gmnacsi.com
• User ID = Dealer code/Retailer code
• Password = Dealer code/Retailer code
  –   Prompts to change to a specific password

				
DOCUMENT INFO