Fiat Chrysler Automobile (FCA) is implementing The Customer First Award for Excellence to top performing dealers to improve below-average customer satisfaction at dealerships.
Head of network development, Al Gardner is aware of the below average customer satisfaction saying, “We’re Laggards in my opinion right now, and it will get in our way if we don’t fix it.” With low scores on metrics, including shopper recommendations FCA’s growth will be hindered if dealerships don’t step-up to improve satisfaction.
Gardner says that FCA’s customer satisfaction has improved but “hasn’t improved at the same speed as the rest of the industry” To incentives dealers to improve customer satisfaction scores, top performing stores will be certified and FCA will pay to have those dealers highlighted in on-line search results.
FCA dealers are underperforming in four key areas, bringing down FCA’s J.D. Power score by 25 points on the 1,000-point scale Buyers Index, vehicle delivery, negotiating process, salespeople and the dealership facility. The Customer First Award program is designed to focus on the gaps in those key areas.
For dealers to get the Customer First designation J.D. power and Associates will conduct an on-site review. The FCA dealerships will be scored on facilities, employee training, sales, customer service, and if customers would recommend the dealership.
With a goal set on improving customer satisfaction to be above the industry average in two years, the Customer First Award is a step in the right direction.