Monday 22 January 2018

Rate-your-dealer plan puts customer in driving seat

Eddie Cunningham

Eddie Cunningham

CUSTOMERS will be able rate their dealer -- and their voice will be heard.

Well, for now, only if they are a BMW customer.

I can see this becoming part of the whole customer service landscape.

When someone buys a BMW (new or used) or has had their car serviced the company sends them an email with a short survey attached.

It asks them if they would complete a range of questions about their experience.

However, the key one is how do they rate the dealer overall.

The information is then displayed on the dealer's website -- yes, the good, bad and ugly -- so that other potential customers get a flavour of what to expect.

BMW say they have been working with their dealers for some time on getting this up and running.

They also claim it is "the first time that such open and honest feedback can be accessed by the general public on a car dealership in Ireland".

If a customer wishes to remain anonymous, they can choose to do so when filling in the survey.

Customers are asked to rate their 'experience' on a scale from one to five.

The Irish Independent's 'Garage Watch' remains a huge attraction for readers every Wednesday when we drop in for our mystery shop in a dealership.

We would have to say that the standard of most garages in Ireland has improved dramatically over the past few years.

However, there is always room to improve further.

BMW said to me that, while they expect a lot of high ratings, they expect to pick up on some areas of complaint too.

That is the only way to keep on improving.

Stand still in the motor business and you are lost.

Irish Independent

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