Customer Experience Survey (CES) Program Rules · PDF fileTable of Contents Customer Experience Survey (CES) Program Rules 1 Introduction to Customer Experience Survey

Vital Insights © 2013 | Last Revised - July, 2013

Volkswagen Canada Customer Experience Survey (CES)

Program Rules

Table of Contents

Customer Experience Survey (CES) Program Rules

1 Introduction to Customer Experience Survey ....................................................................................................... 3

2 User Roles and Functions ...................................................................................................................................... 3

3 Survey Process ...................................................................................................................................................... 4 4 Question Weighting ............................................................................................................................................... 7

5 Issue Resolution Process ...................................................................................................................................... 9

6 Key Performance Indicators ................................................................................................................................ 11

7 Administration ..................................................................................................................................................... 12

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Section 1: Introduction to Customer Experience Survey

CES is the automotive industry’s first email-driven platform, eliminating the need for paper-based surveys, or a costly phone survey solution. To put it simply, CES offers VW Canada real-time, actionable intelligence to help prevent customer dissatisfaction and increase customer loyalty through its patent pending issue resolution management centre.

Section 2: User Roles and Functions

Access To: Sales, CPO Sales, Service, Undelivered Emails, Reports (Management Report, Employee Report, Standard Reports, and Gap Analysis), and Administration. These users can also perform all Actions in the Issue Resolution Process. Sales, CPO Sales, Service, Undelivered Emails, Reports (Management Report, Employee Report, Standard Reports, and Gap Analysis), and Administration. These users can also perform all Actions in the Issue Resolution Process. Sales, CPO Sales, Undelivered Emails, Reports (Management Report, Employee Report, Standard Reports, and Gap Analysis), and Administration. These users can also perform all Actions in the Issue Resolution Process. Service, Undelivered Emails, Reports (Management Report, Employee Report, Standard Reports, and Gap Analysis), and Administration. These users can also perform all Actions in the Issue Resolution Process. Sales, CPO Sales, Service, and Standard Reports. These users can only contact the customer through CES if the issue has been assigned to them. Read-only access to Sales, CPO Sales, Service, and Reports. These users cannot perform any actions.


Dealership Administrator

General Manager

Sales Manager

Service Manager

Dealership User

Readonly User

Section 3: Survey Process

Dealership closesRepair Order/finalizes

Sales Deal in DMS/RDR

Issue ResolutionProcess beings

1

Customer file has anemail address in

DMS/RDR

Customer receivessurvey

Customer completessurvey

If customer raises an Issue, dealership will be notified via

email alert

Collect customer email address and send survey out

Customer file does not have an email

address in DMS/RDR

Customer record directed into CES

Undelivered Emails for dealership follow-up

2 3 4 5 6

987

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1. On a nightly basis, Vital Insights receives a feed from VWG with your dealership’s Sales data. Your Service data is extracted via Vital Insights’ third party through your Data Management System (DMS).

2. Providing that an email address was entered in the system within the customer file, the survey is automatically sent to the customer 2-3 calendar days after closing the Service RO, and after 5 days for Sales events.

3. The customer will receive the survey in their inbox (please see page 6 to view the Subject Line and “from” email address of the survey).

4. The customer will then have the opportunity to complete the survey.

5. Once the survey has been completed, if the customer responded to any of the premium questions with a response below 7 on the sliding scale, or “No” on the yes/no questions, this will trigger an issue. Email notifications are sent to individuals within the dealership to alert you of the issue.

6. The Issue Resolution process will need to begin. Please see page 9 to view an in-depth explanation of the Issue Resolution process.

7. If, within your system, the customer file did not have an email address, these records will be directed into the CES Undelivered Emails section.

8. It will be the responsibility of the dealer to call any customer that falls into the Undelivered Emails section and to collect an email address.

9. A survey can be sent out via the Undelivered Emails section. Please see the CES User Guide to view an in-depth explanation of how to perform actions within the Undelivered Emails section.


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Section 3.1: CES Program Eligibility

Which customers are eligible to receive a survey?

• New vehicle purchasers. • CPO vehicle purchasers.• All Service customers, including Warranty and Customer Pay.

What type of data source is used to poll customer information? •Sales data is retrieved through RDR.• Service data is retrieved through the Dealer’s DMS via third party data extraction. This single source will provide the real-time data feed for

surveying customers. • Only customer files with a correct email address entered prior to the closing of the respective Deal or Repair Order (RO) will be surveyed

automatically. • It is the responsibility of the dealer to ensure that each customer’s information is verified and correct within your systems.

How often is a customer eligible to receive a survey?

• Customers will only receive one survey (survey type) in any 60 day period. I.e.: if a customer has received a Sales survey on day 1, he/she will not be sent a Service or CPO survey within the 60 days.

• The survey link will be valid for 30 days from the original sent date.

How long do we hold a survey for?

• Sales surveys are held for five (5) calendar days before the survey is sent out.• Service surveys are sent out three (3) days after an RO is closed.

Section 3.2: Survey Questionnaire

• The surveys for both Sales and Service are model-specific.

NFRFT Survey

• If a customer selects “Disagree” to question 6 on the Service survey, an NFRFT survey is deployed to the Service Manager asking that they provide full details on why the service was not completed correctly on the first visit. These responses will become available for Corporate and Field staff to view.


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Section 3.3: Survey Details

Which question methodologies will CES be using?

• Yes/No questions.• Rating scale questions where the responder is asked to rank the response against a scale of 1 - 10.• Multiple choice questions, where responses are provided in general ranges (in a drop-down list). • Open-ended verbatim fields for customer comments are available; each comment section is enabled in correlation to the specific questions.

Is a reminder email sent to the customer?

• If the survey has been sent but not completed, a reminder email is sent to the customer after five (5), and fifteen (15) calendar days.

What happens to customer records that do not have an email address, or do not have a valid email address?

• Those records will fall into the Undelivered Emails section for dealer follow-up. • Records will remain active in the Undelivered Emails section for 30 days. • Please refer to the User Guide for an in-depth explanation on how to perform Undelivered Emails functions.

How often do surveys get emailed out of the Undelivered Emails section?

• Upon entering an email address via the Undelivered Emails tool, surveys are then sent periodically throughout the day.

Who is the survey sent from?

• The survey is sent from the dealer where the customer’s survey event took place and VW Canada. • Surveys are model-specific.• Surveys will be sent from the email address “[email protected]”.

How will the survey appear in a customer’s inbox?

•For Sales events, the customer will see the subject line ‘Volkswagen Purchase Experience Survey Invitation’. •For Service events, the customer will see the subject line ‘Volkswagen Service Experience Survey Invitation’.


Weight

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Q1

Q2

Q3

Q4

Q5

Q6

Q7

Q8

Q9

Q10

25%

20%

5%

2%

5%

13%

Not Weighted

10%

20%

Not Weighted

Thinking about your Salesperson’s knowledge and communication, how would you rate his/her overall performance?

Please rate the individual with whom you worked during the paperwork and finance phase of your buying experience in terms of their communication skills, professionalism, and courtesy.

Thinking about your new vehicle in relation to the price you paid, rate the value of your Volkswagen com-pared to the other vehicles you were considering.

When you took delivery of your new Volkswagen, was the vehicle’s interior and exterior clean?

Still thinking about the time of delivery, was your vehicle free of problems?

When you took possession of your {model}, how would you rate the overall delivery including the review of vehicle features and explanations of the owner’s manual?

Were you provided with an explanation as to how and when to schedule your first service visit?

Please rate the dealership facility in terms of vehicle selection, cleanliness, and convenience of the hours of operation.

How would you rate our dealership on the consideration of your time throughout the purchase process?

During the purchase process, were you provided with an introduction to our Service department?

Section 4: Question Weighting

Sales & CPO Sales


Weight

8

Q1

Q2

Q3

Q4

Q5

Q6

Q7

Q8

Q9

Q10

Q11

Q12

Q13

Q14

Q15

Q16

Q17

Q18

Q19

Not Weighted

Not Weighted

Not Weighted

13%

20%

Not Weighted

Not Weighted

8%

4%

15%

Not Weighted

10%

10%

20%

Not Weighted

Not Weighted

Not Weighted

Not Weighted

Not Weighted

How many business days did you wait for your service appointment?

When you arrived, was the convenience and ease of parking to your satisfaction?

Upon entering the dealership, how long did it take before you could speak to someone?

How would you rate the overall process of getting your vehicle into the dealership for service?

How would you rate your overall satisfaction with your Service Consultant, considering their knowledge, communication, and professionalism?

Prior to performing work, did we provide an explanation of the work that needed to be completed?

Please rate how much you believe we value you as a customer based on how well we stand behind our service, the convenience of our hours of operation, and the fairness of charges, if any.

Was the work on your vehicle performed correctly the first time?

Was your vehicle ready when promised?

How would you rate the overall quality of the service performed on your vehicle?

Thinking back to when you picked up your vehicle, how long did it take to pay for the service and get your vehicle?

How would you rate your satisfaction with the condition and exterior cleanliness of your vehicle?

How would you rate the explanations you received about the work that was performed on your vehicle?

Overall, how would you rate our dealership’s consideration for your time?

How would you rate your service experience overall at {dealer name}?

How likely will you be to return to our dealership for service?

Based on your recent service visit, how likely are you to recommend {dealer name} to others for service?

During your service visit, were the results of a multi-point inspection for your vehicle reviewed with you?

Would you like someone from our dealership to contact you regarding your recent service visit?

Section 4: Question Weighting

Service


Issue is Auto Assigned to Manager

Log comments and actions in the Foresight tool

Manager reviews and reassigns issue

if required

Assignee Contacts Customer to resolve

issue

Close out issue when resolved

1

4

26

35

Follow-up survey sent to customer

9

Section 4: Question Weighting - continued

Section 5: Issue Resolution Process

How long will surveys be held before they are sent out to customers?

• To ensure that customers do not receive a survey before they have taken delivery of a vehicle, or picked up their serviced vehicle, CES pro-vides a delay feature to postpone the delivery of the survey:

• Service surveys will be sent out three (3) days after an RO is closed. • Sales surveys will be held for five (5) calendar days.

1. Once an issue is received, the Manager for the specific event type (i.e. Sales Manager for Sales surveys, and Service Manager for Service surveys) is then automatically assigned to the issue. An email alert is also sent out indicating to those individuals that an issue was assigned to them within CES.

2. If Management decides to re-assign the issue after reviewing it, this can be done within CES via the Action tab.

3. The individual that the issue has been assigned to will be responsible for following up with the customer within five (5) business days.

4. All comments and actions performed are logged within CES through the Action tab.

5. Once the issue has been resolved with the customer, the individual that the issue was assigned to, or the Manager, can then close the issue within CES.

6. A follow-up email is sent to the customer asking if their concerns have been addressed. The customer has the ability to respond positively or negatively to this email, and the response will determine whether or not the issue was resolved successfully; thus affecting your Issue Resolution. Please note that your CES Score will not change, however your Issue Resolution score will be positively affected if the issue is resolved successfully with the customer.


Section 5: Issue Resolution Process - continued

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How many days will a dealer have to resolve customer issues?

• One of the KPIs built directly into the issue resolution process is the Issue Resolution target. The Issue Resolution target is the number of days between receipt of a below threshold survey and the date the issue is closed (date appears in real-time on dealer dashboard).

• Dealers will be given five (5) business days to respond to customer issues within the dashboard for Sales and Service.

• Days will accumulate in business days and NOT calendar days.

How many days does the customer have to answer the follow-up email?

• Customers will have 5 calendar days to respond to the follow-up email. • If the customer does NOT respond after 5 calendar days, the default ‘Yes’ response will be utilized.

What is the threshold for each module?

• Alerts will be triggered for a score of a 7 or below, or a “No” to any of the premium questions.

Who is the default recipient for Auto Assignment?

• Default issue assignment will automatically be sent to the Sales Manager or Service Manager. • If the designated roles are not available at the dealer, the system will default the Issue Assignment to the General Manager. If there is no

General Manager setup in the system, the default will be the Dealer Principal.


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1

2

2

3

3

4

4

5

5

6 7

6 7

Sales KPIs

Service KPIs

7

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Section 6: Key Performance Indicators (KPIs)

1. Email Capture : Total emailed surveys with a valid email address captured, divided by the total number of qualifying events. Please note that the VW threshold for Sales is 60%.

2. Issue Res. : Total issues resolved in five (5) business days divided by total issues. This value will be green or red based on whether it is above or below the VW national average.

3. Sales CES : Average score of all Sales surveys received within the selected timeframe (Note that the VW benchmark is 97% YTD).

4. Vehicle Clean at Delivery : Number of positive responses to Question 4 on the Sales survey divided by the total number of surveys received.

5. Free of Problems at Delivery - Number of positive responses to Question 5 on the Sales survey divided by the total number of surveys received (Note that the VW benchmark is 98%).

6. Introduction to Service Dept. : Number of positive responses to Question 10 on the Sales survey divided by the total number of surveys received (Note that the VW benchmark is 90%).

7. Contact since Delivery : Number of positive responses to Question 11 on the Sales survey divided by the total number of surveys received (Note that the VW benchmark is 90%).

1. Email Capture : Total emailed surveys with a valid email address captured, divided by the total number of qualifying events. Please note that the VW threshold for Service is 60%.

2. Issue Res. : Total issues resolved in five (5) business days divided by total issues. This value will be green or red based on whether it is above or below the VW national average.

3. Service CES : Average score of all Service surveys received within the selected timeframe (Note that the VW benchmark is 90% YTD).

4. FRFT - Number of positive responses to the FRFT Question (6) divided by the total number of survey responses.

5. Average Wait Times : Average of responses (numerical verbatim) entered for Question 1 on the Service survey divided by the total number of surveys received (Note that the VW benchmark is 2.5 days or less).

6. Vehicle Inspection : Number of positive responses to Question 18 on the Service survey divided by the total number of surveys received (Note that the VW benchmark is 90%).

7. Customer Parking : Number of positive responses to Question 2 on the Service survey divided by the total number of surveys received (Note that the VW benchmark is 90%).

• KPI averages will appear green or red depending if the dealer average is above or below the thresholds.


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Section 7: Administration

How do I add or remove users?

• Please refer to the User Guide for instruction on adding and removing users.


Documents

Customer Experience Survey (CES) Program Rules · PDF fileTable of Contents Customer Experience Survey (CES) Program Rules 1 Introduction to Customer Experience Survey