Nissan has a new goal, and that’s to obtain customer feedback on their retail experiences right away. Ideally, the automaker would like to get feedback as soon as the transaction is over, while the experience is still fresh. Even feedback within hours would be better than the current standard of weeks or even months post-purchase.
Usually, the dealership or a third party data company will send surveys to customers shortly after their shopping, buying, or servicing experience – but the responses are processed and shared with the dealership weeks or even months after the customer has come and gone.
Fred Diaz, Nissan senior vice president for U.S. sales and marketing and operations said to autonews.com, “We’re working to move away from that because we believe that the industry has fallen into this trap of customer satisfaction that is managed by surveys, where OEMs and dealers alike are doing nothing more than chasing the score instead of optimizing the customer experience.”
Nissan is working with dealers to create a system of obtaining feedback while the customers are still at the store, or at worst, within a few days of their transaction in an effort to immediately improve customer satisfaction at Nissan dealerships across the country.
“This allows a Nissan dealer to address the customers’ issues immediately and fix the processes within their store so that it doesn’t happen again,” Diaz said. “The weeks or months that traditional customer satisfaction processes have typically taken — we all know it’s far too late.”
If you’ve recently been in our store and would like to let us know how we can better serve you (or how impressed you were!) please stop by Nissan of Lake Charles today. We’ll make sure you leave our store a happy camper.