CSI Surveys VS Online Reviews?
Many auto body and auto repair shops use 3rd party CSI survey companies to call and survey their customers to ask about their experience.
Many auto body shop organizations are forced to use specific CSI companies as part of a DRP program while some Banner and Repair Networks use 3rd party CSI survey companies to call and survey their customers to measure Net Promoter Scores (NPS). While NPS is important, NPS measurement can be integrated into review request emails and text messages.
In my personal opinion consumers are “surveyed out” and phone and mail based multi-question CSI surveys are obsolete. Consumers don’t want to be interrupted at the dinner table by someone in cubicle calling to ask them 10 questions about their experience at ABC Auto! On the other hand, detailed demographic surveys, performed by a few companies in our industry are still valuable to drive demographic data.
Secondly, in today’s mobile centric society phone based or 10 question CSI surveys just don’t work. Most consumers provide auto body and repair shops with their mobile number and when a CSI surveyor calls that mobile phone 50% of consumers ARE NOT going to answer their phone if they don’t recognize the phone callers ID. And can you imagine trying to answer a 10 question CSI survey on your smart phone?
I believe online reviews and comments are more than enough for Insurance DRP programs, Franchise and Repair Network programs to measure the customer experience at the local business level. The bigger benefit for insurers, shops, franchisors, repair networks and consolidators is the marketing opportunity that is available by using online reviews for both!
Today’s systems, like the Review Engine, can provide insurers, shops, franchisors, repair networks and consolidators with IMMEDIATE consumer feedback without the cost and overhead required for “old fashioned” CSI survey programs!