General Motors is planning to shorten its customer satisfaction survey and to start asking car shoppers to give dealers online ratings and reviews, according to a report from Automotive News. GM has used its current long survey for decades, but reportedly designed the new survey to gather faster, more effective feedback.
Beginning sometime this month, the 4,200 dealerships in GM’s nationwide network of dealers will begin to send out the shorter surveys to their sales and service customers. The surveys, which have fewer than 10 questions on them, will ask participants to rate their dealership experience from one to five stars and write a review to be posted online.
GM’s long survey, which includes about 22 questions, has been criticized in the past for taking a long time to fill out and not being able to match the internet’s ability to quickly post customer experiences and feedback online. The survey is only a pilot right now, but could fully replace the 22-question survey if successful.
More consumers will turn to Google or sites like Yelp first when deciding where to shop. As a result, GM decided to make the switch to an online-based feedback program. The long form surveys will continue to be sent out to customers during the pilot program, AN says, as dealer incentives are based on customer satisfaction scores.