Issue: Aug 2013


GM Dealers Listen to Customer Feedback in Real Time with Maritz Research Mobile App



DealerPulse Mobile application makes customer comments accessible while on the go

by Claudio Francisco

– Whether it’s praise or criticism, General Motors dealers across the country want to hear from the customers they serve, and be able to respond quickly. Maritz Research created a new tool to help them, DealerPulse Mobile, an app that sends up-to-date feedback from customers straight to dealers’ smartphones and tablets. The result: customer voices are heard and dealers can take immediate action.

“Customer satisfaction is key to this business. You live and die by it,” said Mark Woodring, service manager at Dave White Chevrolet, a GM dealership located near Toledo, Ohio. With this reality in mind, Woodring checks DealerPulse Mobile each morning on his smartphone to understand what his customers say about their experience at the dealership he manages. “DealerPulse makes it convenient and easy for us to read what our customers are saying. Whether we’re at the dealership or on the go – we check it daily,” added Woodring.

Across the country, new car buyers and those who bring in their cars for service routinely receive surveys about their experiences at GM dealerships. The feedback GM once received through monthly printed reports – then weekly on a special website – is now delivered in the palm of their dealers’ hands via a smartphone app for both the iPhone and Android platforms. Having immediate access to data through DealerPulse Mobile gives sales and service managers and associates the opportunity to address issues on the fly and deliver a seamless customer experience.

“The future of customer satisfaction research rests in mobile reporting,” said Ron Kleinfelter, director of business management at Maritz Research. “It’s critical to know what your customers are thinking, especially if they’ve had a less than perfect experience. With the DealerPulse app, managers can immediately walk out to a sales or service consultant to talk about a particular survey and make adjustments on the spot. It’s much more efficient than printing things off or waiting to look at a website.”

DealerPulse is a dynamic tool that allows the voice of the customer to be collected, analyzed and shared; helping GM dealers nationwide monitor their performance, identify strengths, diagnose problems and pinpoint root causes in order to make continuous improvements to their customer service. By turning customer satisfaction data into actionable information, DealerPulse helps dealers improve operations, strengthen and lengthen customer relationships and increase sales.

To see the positive impact of DealerPulse at Dave White Chevrolet, check out the video on The Ride blog: www.maritzresearch.com/therideblog/customerexperience/bringing-customer-experience-palm-hand/.

For more information about the DealerPulse app, visit www.maritzresearch.com/dealerpulse.aspx.

About Maritz Research
As one of the world’s largest marketing research firms Maritz Research, a unit of Maritz, helps many of today’s most successful companies improve performance through a deep understanding of their customers, employees and channel partners. Founded in 1973, it offers a range of strategic and tactical solutions concentrating primarily in the automotive, financial services, hospitality, technology, telecommunications, restaurant and retail industries. The company has achieved ISO 20252 registration, the international symbol of quality. It is a member of CASRO, ESOMAR and MRA. Check out the Maritz Research blog at www.MaritzResearch.com/SoundCheckBlog. For more information, visit www.MaritzResearch.com or call 877-4MARITZ.


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