Fiat Chrysler has launched a new dealer initiative that is intended put an emphasis on customer satisfaction at its 2,600 dealerships in the United States. The initiative will make a ‘Customer First Award for Excellence’ available to dealers who meet a certain criteria, allowing them to advertise themselves as a recipient of the award and promote their high standards for customer service.
In order to receive the Customer First Award for Excellence, dealers must achieve goals in five separate ‘pillars’ set in place by FCA:
Facility – Customers consistently find dealerships to be clean, convenient and comfortable. Facilities are certified every six months.
Customer Processes – Develop and consistently execute processes for key customer interaction points, such as sales negotiation, delivery and follow up.
Performance – Achieve required high level of satisfaction in customer sales and service satisfaction surveys.
Employee Survey – Survey employees annually, share findings with employees, and act on the feedback and results.
Training Certification – Meet minimum training requirements for sales, service, parts and technical staff.
Some dealers are currently participating in workshops focused on setting them up for success in these five pillars and teaching them industry best practices. FCA hopes the workshops and the special designation will create a “noticeable,” difference in customer service over the competition and create an approach that is “is less about the transaction and more about building a relationship. “
“At its core, this initiative will enable each of our dealers to earn certification as Customer First Award for Excellence dealers and market themselves to customers as elite stores,” said Head of Network Development at FCA North America, Al Gardner. “We believe it will give us a serious competitive advantage in the marketplace that along with our great products and strong brands will significantly improve customer satisfaction, loyalty and retention in our dealerships.”
In addition to being able to advertise themselves as a recipient of the award, dealers who earn the Customer First Award for Excellence designation will also get a special rewards and recognition package from FCA US. This includes a special listing as an award winner on FCA US brand websites as well as on the ‘Find-A-Dealer’ search tool, dealership websites and Google searches.