The effectiveness of customer satisfaction measurements

Date of publication: October 23, 2005

Catalogue: Latin America 2005


This paper illustrates the evolution of the dealership training for Ford of Mexico with the global customer satisfaction program, Customer Viewpoint. Ford of Mexico evolved from communicating research results to integrating a battery of highly interactive tools for its dealer network. The paper outlines improvements for individual dealerships; the paths taken and results experienced, showing how the ordinary customer satisfaction tracking program evolved to a program encompassing the current market demands for continuous improvements.

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