4 Tips To Boost CSI Scores

Every salesperson and automotive manager knows the fickle beast that is the Customer Satisfaction Index. How can we express to a customer the absolute necessity of top scores without begging? After all, what’s in it for the customer? When you’re at the mercy of the average person who doesn’t understand the detriment of scoring a 7 or an 8, perfect CSI scores can seem like a unicorn.

The first step in achieving the perfect score is earning it; every dealership strives to do that. Sometimes, however, executing a perfect customer experience still doesn’t seem to be enough. In this car-buying era, customers value experience over everything else.

With just a few extra steps, dealers can put themselves in the position to come out on top (the very top) with every customer who walks through their door.

1. Isolate Any Objections 

The customer satisfaction survey is happening whether you dance around it or not. In an environment where asking for the business is part of the job, there’s no shame in tactfully asking your customer if there’s any reason they wouldn’t rate the experience a perfect 10. Chances are your customer is willing to let you know if he or she is unhappy with any part of the process in your store. Use this invaluable conversation to isolate and overcome any objections.

2. Don’t Be Oz

Be a General Sales Manager who is available and known to the consumer. There’s nothing more frustrating to a customer than a salesman running back and forth to negotiate with an imaginary decision-maker who never shows his face. Managers, honor the fact that a customer is in your store to spend thousands of dollars. Be willing to ask him or her about their experience and really listen. 

3. Personalize the Experience

Accessories are a major part of a standout car buying experience, and there’s a right way to go about it. Salespeople should practice listening closely to the customers’ comments and any information they offer about their lives. This will enable associates to make personalized recommendations for accessories. The accessory presentation should happen during wait time for F&I in a low-pressure environment. Think comfortable seating, hot coffee, and a little space for your customer. Simply register the customer in the accessories system, recommend four products for their vehicle, then step away and let them shop. Customers will buy accessories—the only question is whether or not it will be from your store.

4. Know Your Competitor's Ranking

If you’re struggling to maintain the scores you need to thrive, research the competition. Every dealer knows the importance of maintaining a competitive edge and building brand loyalty. Find out what the trouble areas are in your dealership and compare them to the strong suits of the guy next door. Is there a lack of consistency cross-departmentally? Does the customer feel valued? Is your follow-up technique helpful or hurtful?

 When it comes to the customer satisfaction survey, the old saying, “The customer’s always right,” might just save your annual bonus. Ask the hard questions, be willing to listen, and respond appropriately. Know what top-ranked brands are doing to create satisfied customers from the showroom to the service drive. Create a plan for your dealership and make less-than-perfect scores a thing of the past.

Insignia Group Can Help

For more than twenty years, Insignia Group has been the leading provider of digital accessory-selling systems in dealerships nationwide. Our sleek interface allows dealerships to create profitable accessory programs at the point of sale. Using the Insignia Group accessories selling system, dealers can bundle accessories into custom packages featuring hot-selling accessories, process orders, and more. In addition, our integration with major digital retailers covers all your bases and allows for a seamless transition when customers decide to come into the store.

Schedule a demo today to see how our system can help you sell more accessories at the point of sale.