General Motors pilots new short customer satisfaction survey

Article by Andrew Christian, on May 6, 2014

General Motors wants to implement a new strategy for its customer satisfaction survey – keep it short. Two people privy with the program told Automotive News that GM is planning to give dealers online-ready ratings and reviews – in contrast with the current long survey that the carmaker and other auto companies have used for decades.

GM’s short survey is designed to obtain faster, more effective feedback. As early as May, most of the carmaker’s 4,200 dealerships will start sending the shorter surveys -- fewer than 10 questions -- to sales and service customers.

The survey -- for the first time -- will ask respondents to rate their dealership experience one to five stars as well as write a review for online posting. GM’s current survey is separate from the reputation-management poll that dealers use for online reviews.

Once the pilot proves to be a success, the shorter forms would soon replace the longer 22-question customer satisfaction surveys, sources told Automotive News. The new program recognizes the fact that consumer reviews on Google and social media sites play an increasing role in where customers do their vehicle shopping.

The scores from the long forms are a major part of GM's dealer-excellence incentive program in which the carmaker would pay its retailers quarterly if they managed to hit various performance targets.

GM is one of the carmakers reconsidering how to obtain and process customer feedback. GM’s new survey is an attempt to get information to dealers faster than the 30 to 60 days it currently takes to get customer-satisfaction feedback, sources told Automotive News.

GM will continue sending the long form to customers during the pilot, partly because of dealer incentives tied to customer satisfaction scores.

Topics: gm, survey

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