Overview
Initially struggling with a Customer Satisfaction Index (CSI) score significantly below regional and national averages, Koeppel Mazda turned the tide through a pivotal collaboration with Auto Labs and the adoption of their reputation management suite. This innovative approach equipped Koeppel Mazda with the real-time insights needed to proactively manage customer experiences. Accompanied by a targeted outbound call strategy and monthly strategic account reviews to refine their NPS methodology, they not only achieved an 11% increase in their CSI score within the first month but also saw a 64% rise in customer response rates. This strategic shift, underscored by a significant 33% year-over-year improvement in CSI to 86.00, showcases Koeppel Mazda’s commitment to excellence and the power of responsive customer service.
The Right Tools Matter
Managing the CSI effectively brings multifaceted benefits, intertwining reputation management with tangible financial gains from the OEM. High CSI scores foster customer loyalty and retention, as satisfied customers are more inclined to return for future services and purchases, while also acting as brand ambassadors. This positive word-of-mouth, bolstered by superior customer service, distinguishes a dealership in a competitive landscape, enhancing its reputation significantly. Moreover, the CSI acts as a crucial feedback loop, guiding service improvements that resonate well with clientele. From a financial perspective, OEMs reward high CSI scores with incentives, bonuses, and preferential allocations, linking customer satisfaction directly to financial advantages. These high scores also amplify brand value and market share for OEMs, as customer loyalty strengthens.
“The CSI strategy that we have built leveraging the Auto Labs Net Promoter Score tool has been a game changer. Having access to real-time customer feedback and detailed reporting, has allowed us to become more targeted in our approach to improving the overall customer satisfaction.” – Carlos Perez, Service Manager, Koeppel Mazda
Fine Tuning Strategy Yields the Best Results
Securing the appropriate tools marks merely the initial phase in overcoming challenges; it is the comprehensive engagement and a deep understanding of the existing obstacles that drives the achievement of desired outcomes. Koeppel Mazda’s journey with the Net Promoter Score (NPS) tool exemplifies this principle. Initially, the deployment of the NPS tool set the stage, but it was the ongoing refinement process that truly transformed their approach. By closely monitoring customer feedback, the service department swiftly addressed issues faced by dissatisfied customers and encouraged those with positive experiences to participate in the OEM survey.
This iterative refinement of their strategy included a proactive outreach component—making outbound calls to engage customers who had not responded to initial NPS, thereby uncovering additional insights. This strategic layering not only expanded the respondent base but also enriched the dealership’s understanding of the factors influencing customer satisfaction. These enhanced engagements, powered by sophisticated reporting capabilities of the NPS tool, allowed for a more nuanced understanding of customer experiences.
Such deliberate and targeted efforts underscore the importance of not just adopting technological solutions but also embracing a culture of continuous improvement and stakeholder engagement. Koeppel Mazda’s methodical approach to leveraging the NPS tool and its commitment to refining its customer engagement strategies exemplify how the right blend of technology, process, and people can drive significant improvements in customer satisfaction.
