Do’s and don’ts of customer surveys

Customer-survey feedback can tell dealers what they are doing right and wrong and even whether a salesperson during a demo drive took a woman car shopper to an empty parking lot behind a building.

That seemingly inappropriate behavior was revealed in the contents of a returned online survey sent to a dealership through its customer-relationship-management system, says Chad Perry, national director-account management at information-technology provider DealerSocket.

“It was kind of sketchy,” he says of the salesperson’s dubious idea for a test-drive route. “The dealership hadn’t known about it.”

Read More: Wards Auto