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Why the pressure with dealer surveys?

Discussion in 'General Automotive Discussion' started by BoulderFCar, Aug 26, 2006.

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  1. BoulderFCar

    BoulderFCar F1 World Champ
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    Dec 16, 2004
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    Asheville, NC/Ft Lauderdale
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    Tom
    #1 BoulderFCar, Aug 26, 2006
    I just bought a Lexus for my wife and it was a horrible experience at the dealer. The dealer has called three times to make sure I complete the Lexus survey, begged for high marks and so on.

    Why do the dealers care so much and what is the finacial tie in or motivation the auto makers are using to make the dealers care? Allocations, extra discounts?
     
  2. walnut

    walnut F1 Rookie
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    Rich
    #2 walnut, Aug 27, 2006
    i know it is a "dealer" survey, but does it ask questions more about the dealer or the sales-person? sometimes those survey's have a lot to do with how much of a bonus the person gets for the year. any bad marks (even a 4 out of 5) can really hurt them in the long run. if it is more geared towards the dealer though... yes, the customers satisfaction with the dealership as a whole most likely gets reported back to Lexus and from there they get their discounts, incentives, etc. on ordering new stock.

    that's my take on it at least.
     
  3. prohydro

    prohydro Formula Junior

    Nov 1, 2001
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    Christian
    #3 prohydro, Aug 27, 2006
    Advertising $$$, holdback $$$ and the right to buy new franchises. If the customer service surveys are down, it costs the dealer money. So...if you haven't filled out the survey, hold that over their head and get some free stuff from them.

    At the dealership I was at, anything less than a perfect score was a fail. We had some guys that would bribe customers to bring their survey in and let the salesguy fill it out. That is way unethical to me, if you did that sh*tty of a job in the first place you deserve bad marks.
     
  4. Buzz48317

    Buzz48317 F1 Rookie

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    #4 Buzz48317, Aug 27, 2006
    Dealer surveys are VERY important to the salesman as well as the dealer. A Lexus store would loose ad money and possibly allocation on the high demand cars if their surveys were always in the toilet. As far as people bribing their customers to bring the surveys in so that the salesperson can fill them out I never did this but I can see why some salespeople would do this as there are some customers who could get the car for 10 bucks, the salesman could throw in a pound of $100 bills in the glove box and a hooker in the backseat and the customer still would think that they got ripped off.
     

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