The paper describes a piece of research that has been coordinated by Eurisko, on behalf of Ferrari. The study was aimed at measuring customersâ satisfaction with the treatment they receive at the dealerships, during the purchase and the after sales service phases. In particular, Ferrari was interested in a tool that pinpointed the strong and weak points of the service offered by the dealers and that would allow the company to identify the problems that required immediate intervention so as to improve customersâ satisfaction. The research was carried out, during 1995 in five countries, Germany, Italy, Japan, Switzerland and the United Kingdom, on the basis of Walker Informationâs CSM methodology. Overall, the research proved that, even in the case of a product that is as unique and extreme as a Ferrari car, service still plays an important role and cannot be neglected.
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