How to Create a Customer Satisfaction Survey for Automotive Sales and Service

Are you interested in improving your automotive sales and service tactics? Businesses that are interested in improving customer retention rely on insights from customer satisfaction surveys to ensure that sales and service tactics used to create a positive experience for customers. In this post, we'll look at how you can create a customer satisfaction survey to help improve automotive sales and service performance.

Learn about the customer's experience with each step of your sales and service processes.

The main goal of your customer satisfaction survey should be to pinpoint specific areas of your business that could be improved. For automotive sales, customer satisfaction surveys should encourage the buyer to think about each step in the sales process and let your company know which parts were good and which parts need improvement.

How did your customer feel about way they discovered your dealership? (I.e., Postcard in the mail, Google search, social media, etc.)
  • How did your customer feel about the way they were greeted when they arrived at your dealership?
  • How did your customer feel about your lounge / waiting area?
  • How did your customer feel about their salesperson?
  • How did your customer feel during the negotiation process?
  • How did your customer feel about the sales manager?
  • How did your customer feel about their time in the finance department?
  • How did your customer feel about the condition of their new vehicle upon delivery? 
  • How did your customer feel about any discrepancies between what was agreed upon in finance and the final vehicle delivery?
For automotive service, customer satisfaction surveys should encourage the customer to think about how they were treated from the time they set up their appointment to the end of their first drive after their service.
  • How did your customer feel about the appointment scheduling process?
  • How did your customer feel about the number of available appointment times?
  • How did your customer feel about their service representative?
  • How did your customer feel about the service manager?
  • How did your customer feel about your lounge / waiting area?
  • How did your customer feel about the lot attendant that delivered their car?
  • How did your customer feel about the condition of their car when it was returned?
  • How did your customer feel about the condition of their car after driving it from the service lot?
Covering these questions, as applicable to your dealership or shop, will allow you to find the strongest and weakest points in your sales and service processes. Most importantly, it will allow you to standardize the processes that work and update the ones that need improvement.

Have customers identify your most valuable employees.

In addition to having your customers answer questions about each step of their sales or service experience, include the option for new car buyers and service department customers to identify a particular employee that offered them excellent customer service, or a great customer experience in general. While you may be focusing on ways to improve your sales scripts, you may find that your most valuable employee of the month was the receptionist that calmed an impatient potential car buyer, leading to a big sale. While the salesperson would be credited the sale, the receptionist could get the recognition he or she deserves thanks to your customer satisfaction survey.

Find out how likely the customer is to recommend your business.

One of the top indicators of how successful a business is going to be is the number of customers that are likely to recommend your business to their friends, family, and colleagues. All you have to ask at the end of your customer satisfaction survey is if the customer would recommend your automotive dealership for someone looking to buy a new car or your shop for someone looking to get their vehicle serviced. Seeing an improvement in the number of customers who would recommend your business is a great way to determine if updates to your sales and service tactics have resulted in happier customers.

Want to increase the number of responses to your customer satisfaction surveys? Incentivize them! Learn how to manage an incentivized survey campaign with Teakah and sign up for free to start customizing your sales or service customer satisfaction surveys.

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