Abstract:

This paper describes the evolution of Ford's Dealer Customer Satisfaction Program in Mexico. It begins with a brief review of the significance of customer satisfaction programs for owner loyalty, return on investment (ROI), and increased market share. The development of the global 'report card' approach in Mexico is described along with its limitations. How Ford de Mexico and The RDA Group addressed these limitations concerning the performance improvement 'report card' strategies and evolved the customer satisfaction dealer program into a vehicle which is focused on consumer insights (customer expectations and dealership process improvement) is then outlined. These steps are described as well as the authors' experiences in addressing issues of consumer insight development in Latin America focusing on the common nature of the program. The paper then describes the creation of a survey as well as a methodological approach which is both market specific in design and administration, but regional in objectives and reporting outcomes.