How CSI is Tied to the Auto Manufacturers

The manufacturer has a very different view of CSI.  The manufacturer, as opposed to the dealer, must be concerned about the value of its products and services to a much wider audience: not only all the customers that consume the products, but also all the dealers that represent the manufacturer and the stock holders that have invested in the company.

Given the absence of product loyalty in the marketplace and intense competition, brand image in the public domain is of paramount importance.  A manufacturer can no longer rely on the historical value of its product.  Today’s market is grounded in the consumer mantra, “What have you done for me lately?”  In order to ensure the future viability of a specific product the manufacturer must understand what need or void in the marketplace needs to be filled.

Manufacturers spend tens of millions of dollars annually to promote their vehicles and send customers to the dealership.  Some manufacturers offer their repeat customers attractive owner loyalty rebates to keep them from switching to another brand.

In the end, it is important to realize that poor performance in the CSI arena is really a wake-up call from the customers.  The message must be heeded if the dealership is to understand what customers need and expect.  Beyond the short-term ramifications, such as loss of inventory preference, chronically low CSI can lead to even greater long-term damage: loss of customer loyalty. Dealers which fail to respond to their customers’ needs and desires is denying themselves repeat and referral business.  To the manufacturers, CSI can guide product development, directly addressing the customers’ needs and desires.  This will help ensure a reasonable market share at the time of product release.

It is important to remember that, although CSI quantifies a customer’s individual experience, its influence extends far beyond that single customer-dealer interaction.  It holds the dealership accountable for both the positive and negative aspects of a customer’s visit, covering everything from the professionalism of the staff to the quality of the service provided.  While many dealers view CSI as a necessary evil, the reality is CSI provides dealerships and manufacturers with the chance to raise the quality of their products and operations.  By systematically rating the customers’ opinions, dealers and manufacturers are able to see things from their customers’ point of view.  They can then use this insight to guide their operations, training and product development to better suit the needs of the consumer.  In other words, CSI is the key to obtaining a greater market share.