Getting Accurate Feedback on Dealer Program Implementation
Percepta partnered with a leading OEM manufacturer to manage service touch points and increase customer satisfaction through its dealer network.
A mystery-shopper program was implemented to assist with ensuring the customer service experience was consistent across the brand as well as to ensure dealers were appropriately trained on the service requirements for the client’s products.
The program was successful. The company saved time and money, dealers received training on the products, and the customer experience improved.
Percepta was faced with the task of ensuring that the highest level of quality and response was given to the customer when they placed a service enquiry. The key questions that needed to be answered were:
- When the customers call in for a service quote, do they receive the same customer experience regardless of the dealership location?
- Are the quotes consistent across the dealer network?
- Are company policies and procedures being adhered to?
- Are the company’s service promotions up to date with the dealer network?
How we did it
The first task was for Percepta to translate the client’s needs and objectives into a detailed mystery shopping program. This message was then translated to the dealer network to gain buy-in for the program.
We then proceeded to mystery shop the dealer network via a series of telephone calls. After a first-round outbound telephone campaign, we were able to provide detailed feedback to each individual dealer and train them on the company’s policies and procedures, after which we advised them that there would be another chance to go through the exercise.
By the second and third round of the mystery shopping exercise, most of the dealers surveyed had high scores on the feedback sheet, a testament to the training provided to each dealer. In certain cases, other staff members at the dealer location were also able to accurately answer the mystery shopping call, showing that the training had further permeated into the dealer network.
The client was pleased with the results. The dealers were able to get valuable training on the job. The end customers were able to experience a uniform level of service across the client’s network.