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.
Research Papers
The effectiveness of customer satisfaction measurements
Catalogue: Latin America 2005
Authors: Jorge Cherbosque, Leopold Zuniga Hernandez, Angela Momney
Company: RDA Group, INC
October 23, 2005
Research Papers
The use of "respondent-based intelligent" surveys in cross-national research
Catalogue: Latin America 2002
Authors: Marilyn Parrett, Michael Francesco Alioto
Company: RDA Group, INC
May 12, 2002
Research Papers
US trends in customer satisfaction and distribution
Catalogue: ESOMAR International Automotive Marketing Conference 1992
Author: James David Power
Company: JD Power
June 15, 1992
