After I bought my current car I received a call from the dealer asking what I thought of the car, my opinions on the dealership and the Salesperson. Being a self confessed customer service junkie, I was was pleasantly surprised. The dealership cared enough to call and follow-up.
The dealer went on to ask if I had received the customer service survey form from Holden. They then made me an offer that stopped me in my tracks (paraphrased below):
"Mr Di Pietro, when you bring your car in for it's first service, why don't you bring the survey form in and we'll complete it for you..... we'll even throw in some free fuel"
Incidentally, the service I received was OK but nothing fantastic. They were OK on the relationship side but terrible on the follow-up (eg expected delivery time). That aspect of their business needs work, but Holden will be receiving responses completed by the dealer on behalf of customers. The point is, Holden will be deluding themselves into thinking everything is fantastic and miss opportunities for improvement. Incidentally I later discovered that these responses have a financial impact on dealers.
I saw the same happen at Auckland airport. Staff were completing handfuls of Customer Feedback forms and dropping them into the special chute.
Don't believe what your customers are telling you. Supplement your customer feedback forms with other data such as mystery shopping, and look for possible fraud, otherwise you might be missing opportunities to fix what's broken.
Related Post - Why Less is more when it comes to customer surveys
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