CSI SURVEY PROCESS

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CSI SURVEY PROCESS
Customer Satisfaction Information
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The Changing Market

• Product quality is the price of entry for
  todays consumers.
• The consumer movement has produced better
  educated buyers who expect quality treatment as
  well as quality products.
• Competition is more intense in todays mature
  North American market as an increasing number of
  global auto companies vie for customers.

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Strategic Approach to
Creating Customer Enthusiasm
Customer Expectations
Dealer/Retailer Environment
Retail Standards
Measurement
ROS - Retail Operating System
Resources
4
CSI Background

• In 1995, GM introduced Retail Standards based on
  what customers expect when they visit a
  dealership to purchase a vehicle or have it
  serviced. At the same time, a common CSI survey
  process was implemented for all US divisions and
  Canada (except Saturn Saab) to measure how well
  GM and its Retailers meet customer expectations.
• The initial survey process and questionnaires
  were carefully developed over a two-year period,
  with ongoing retailer involvement and extensive
  consumer testing of al question wording, the
  format and satisfaction scale used.
• Over the years, several tools have been developed
  to improve CSI. As a result of these efforts, GM
  has elevated the customer experience and
  substantially improved its competitive position.

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CSI Background

• In 2003, NADA released a White Paper challenging
  various aspects of CSI, and its usage by auto
  manufacturers. At the request of GMs National
  Dealer Council (US), the RSSA Dealer Advisory
  Board (US) and CSI Team undertook a year-long
  review of the overall CSI process,
  questionnaires, scales and scoring as well as the
  GM Retail Sales and Service Standards, which CSI
  was designed to measure.
• The result is the US will be streamlining their
  Standards in January 2005 to a set that is
  similar to the Retail Standards that GMCL is
  guided by. Also, in January the CSI survey will
  receive a fresh new look to the design and minor
  modifications in content.
• January 2005 Saturn Saab Canada and Saturn US
  will join the common CSI survey process.

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Customer Enthusiasm Process
Customer Expectations
Standards
CSI
ROS/Tools
7

Primary Objective of CSI
To evaluate dealer/retailer performance to
the GM/Brand Retail Standards.
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CSI Usage

• Monitor performance over time and gauge relative
  dealer /retailer performance to the zone/national
• Identify improvement opportunities related to
  internal retail processes, procedures and
  personnel training
• Incentive criteria
• Retail pay-for-performance

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CSI Survey Description

• Most GM/Saturn Saab retail purchase/GMAC Lease
  and warranty service customers receive a CSI
  survey.
• Each questionnaire is identified with a
  divisional logo and personalized with the owners
  name, address and the specific vehicle and
  dealership/retailer involved in the sale or
  service.
• CSI is divided into two separate parts
• Purchase and Delivery Satisfaction (PDS) and
• Service Satisfaction Survey (SSS)

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Purchase Delivery Satisfaction (PDS)

• Who gets a PDS survey?
• Eligible Deliveries are retail only
• Sales to individuals (not companies)
• GMAC Leases (for individuals)
• Non-GMAC Leases (if owner is identified)
• Option I, Option II, and PEP Employee Purchases
• Bailment units (to the first retail customer)
• Incomplete Vehicles (B for Chevy or D for GMC
• in 3rd
  position of VIN)

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Purchase Delivery Satisfaction Survey- PDS -

• What are buyers asked?
• Questions related to
• Dealership/ Retailer
• Sales Consultant
• Financial Process
• Overall Purchase Delivery Experience
• When are PDS surveys mailed?
• Surveys are mailed about 3-4 weeks after a
  delivery is reported

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Purchase Delivery Satisfaction Survey- PDS -

• When do the surveys have to be returned by the
  customer?
• Surveys are required to be returned within 30
  days of the survey mail date. Survey results
  received in this timeframe will be included in
  the Dealer/Retailer scores. Surveys returned
  31-45 days will have results provided but not
  included in the scores.

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Purchase Delivery Satisfaction (PDS)

• Deliveries not eligible for survey
• Commercial
• Fleet
• Fleet repurchases
• Non-GMAC leases, where the drivers name and
• address are not available.
• Government vehicles
• Mileage over 1,000 km, including
• Demo vehicles
• Driver Education Vehicles
• Program Vehicles
• Bailment Units (to an upfitter)
• North American Export Vehicles

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Service Satisfaction Survey (SSS)

• Who gets a SSS survey?
• A. Eligible retail service events include
• Any retail service that occurs during the vehicle
  warranty period in effect, plus two years beyond
  warranty for campaign
• Only one service visit in 90-day period (a
  maximum of 3 per year)
• None during the first 60 days of purchase

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Service Satisfaction Survey (SSS)

• Who gets a SSS survey?
• B. Eligible vehicle types
• Retail
• Mileage greater than 3 km
• - PEP vehicles
• - Retail demos
• - Bailment units (to the first retail customer)
• - Incomplete vehicles (B for Chevy or D for
  GMC
• 
  in 3rd position of VIN)

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Service Satisfaction Survey (SSS)

• Who gets a SSS survey? (contd)
• C. Eligible Warranty Claim Types
• blank (regular warranty claims)
• J (Campaigns)
• M (Deductible overrides on warranty claims)
• D. Eligible Labor Codes
• All Labor Codes except
• All Tnnn (technical bulletins, etc.)
• All Znnn (special, NVI, etc.)
• All S0000 through S49999

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Service Satisfaction Survey - SSS -

• What are service customers asked?
• Questions related to
• Service Department
• Service Consultant
• Service Delivery
• Overall Service Visit
• When are SSS surveys mailed?
• Surveys are mailed about 3-4 weeks after a
  warranty event is reported

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Service Satisfaction Survey - SSS -

• When do the surveys have to be returned by the
  customer?
• Surveys are required to be returned within 30
  days of the survey mail date. Survey results
  received in this timeframe will be included in
  the Dealer/Retailer scores. Surveys returned
  31-45 days will have results provided but not
  included in the scores.

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CSI Reporting and Usage

• Dealer/Retailer scores are aggregated monthly for
  sales and service and made available on the CSI
  website in a common format for all franchises.
• Daily images of all returns are uploaded to
  DealerPulse(the CSI analytic tool) for review and
  handling.
• Dealers/Retailers are able to monitor their
  performance over time and gauge their performance
  relative to the district/zone/national.
• CSI helps identify improvement opportunities
  related to internal retail processes, procedures
  and personnel training.
• CSI results also are used for incentive criteria
  and retail compensation.

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CSI Scale Research

• Thousands of customers evaluated 18 scale
• alternatives.
• Scale wording, anchoring, direction and the
  number
• of answer categories were tested
• CSI scale clearly outperformed all others
• The scale was so successful that it has been
• incorporated into other GM surveys,
  including
• product and competitive research.

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Survey Content

• Scales
• YES and NO.
• From Completely to Not At All Satisfied
• From Definitely would recommend to Definitely
  would not recommend..
• Focus on behaviors and observable conditions -
  Related to GM Retail Standards
• Dealership/Retailer Sales and Service Department.
• Sales/Service Consultant Technician
• Sales/Service Delivery.

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CSI Scales
Satisfaction Levels
Very Satisfied
Completely Satisfied
Somewhat Satisfied
Not At All Satisfied
Satisfied
Recommendation Levels
Probably Not
Probably Would
Definitely Not
Definitely Would
Might/ Might Not
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Why Index and Top Box?
Index and Top Box reporting serve specific
purposes. In combination, you have the most
complete picture.
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Index Scores

• Reflect dealer/retailer performance among all
  customers
• Provide greater differentiation among
  dealers/retailers
• Beneficial for diagnostics, dealer/retailer
  incentives and consultation
• Account for incremental improvements
• (reflect changes at levels less than Top
  Box)

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Calculating Index Scores
Aggregate Score 534 Total Responses 164

3.26
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Interpreting Index Scores
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What is Top Box
?

• Top Box Scores represent the percentage of
  customers who respond Completely Satisfied to a
  scaled question.

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Top Box Scores

• Easy to understand and communicate
• Closely associated with loyalty
• Support GMs vision of Total Customer
  Enthusiasm
• CSI data substantiate expert findings that
  completely
• satisfied customers are considerably more loyal.

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The Importance of Top BoxPurchase Delivery
Satisfaction Survey
Overall DealershipSatisfaction (Q.14)
Percent Responding
80
14
4
1
1
100
Percent Definitely Recommend Dealership (Q.15)
Source Data received Jan-Dec 2004 for Total GM
of Canada
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The Importance of Top BoxService Satisfaction
Survey
Overall DealershipSatisfaction (Q.16)
Percent Responding
61
21
11
4
3
100
Percent Definitely Recommend Dealership (Q.17)
Source Data received Jan-Dec 2004 for Total GM
of Canada
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The Rewards for Achieving Complete Customer
Satisfaction
The following apply equally to GM and its
dealers/retailers

• Increased customer loyalty
• Higher sales of vehicles, service and parts
• Greater market penetration
• Improved profits

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Dealership/ Retailer Responsibilities

• Strive to achieve Complete Customer Satisfaction
• Maintain CSI integrity and avoid interference
• Report new vehicle deliveries accurately and
  promptly
• Report warranty, campaign and policy events
  accurately
• and promptly
• Maintain complete and up-to-date employee names
  and
• personal identification numbers in WINS for
  accurate Personnel Performance Summaries (both
  service and sales)
• Analyze CSI score performance and create action
  plans for continuous improvement.

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CSI Scope

• Largest survey process in GMs history
• - 9 Million surveys mailed annually (PDS
  SSS combined)
• CSI response rates (on average) 54 PDS/34 SSS
• Nearly half of all surveys have comments
  (positive or negative)
• In January 03, DealerPulse was launched
• - An optional, online tool for
  analyzing CSI data
• - Endorsed as the best CSI tool for
  diagnostics by Dealer Communications Team.

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Continuous CSI Feedback

• Timely feedback to dealers/retailers/divisions
• Surveys requiring immediate attention faxed to
  dealers/retailers within 24-hours of receipt
• Daily online images of all survey returns
  available on DealerPulse
• (responses as well as any customer comments
  provided)
• Daily electronic delivery of select surveys
  with comments
• to General Motors Customer Communication
  Centre
• Monthly website reporting of summary scores and
• individual customer responses to dealers
  /wholesale
• Prior to January 03, CSI data reported by
  event month
• Now, all survey returns are processed in month
  received

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CSI Monthly Wholesale Reporting

• North American Summary Division
• North American Summary - Region
• National Summary
• - Includes National, Region, and Zone scores
  
• Zone/Dealer/Retailer Summary
• National/Zone Impact
• Vehicle Line Summary
• Trend Graphs
• Online Base Program Reports. Each for PDS and
  SSS.

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CSI Monthly Dealer/Retailer Reporting

• Point Summary
• Scores for key questions by division(s) at
  site and
• a location point total
• Division Summary - all questions
• Dealership/Retailer scores relative to Zone, and
  National
• Personnel Performance Summaries
• Sales Consultant
• Service Consultant
• Service Technician
• Response Detail Summary - by customer
• Batch Download of all monthly CSI reports for a
  Dealer/Retailer
• Dealer/Retailer Bar Charts
• Online Base Program Reports. Each for PDS
  and SSS.

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GM DealerPulse Overview

• What is it?
• DealerPulse is a powerful, online CSI diagnostics
  tool. Currently, 74 of all GMCL dealers are
  enrolled.
• It employs up-to-date, dealer specific CSI
  information that empowers dealers to quickly
  pinpoint customer satisfaction issues.
• It assists dealers in focusing resources on
  highest CSI-impact areas.
• What are the benefits?
• Dealerships that use DealerPulse show greater
  improvement in their two overall CSI scores than
  dealerships that dont
• Dealerships that are heavy users (20 or more
  unique logins per month) show even greater
  improvement in the two primary CSI Top Box scores
  than dealers who log in less often.

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CSI Tools Web Addresses

• GM DealerPulse
• www.gmdealerpulse.com
• GM CSI website
• www.gmnacsi.com
• GM Retail Operating System (ROS)
• https//www.autopartners.net/apps_can/gminfonet/en
  /infonet/domestic/shared/gmros/index.html
• GMInfonet Customer Satisfaction Information
• https//www.autopartners.net/apps_can/gminfonet/en
  /infonet/domestic/shared/csi/index.html

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CSI gmnacsi.com

• How to access the site?
• First Time Set Up
• Go to www.gmnacsi.com
• User ID Dealer code/Retailer code
• Password Dealer code/Retailer code
• Prompts to change to a specific password