Marchionne Says Improving Chrysler Dealership Customer Satisfaction a Top Priority
Despite Chrysler experiencing a 26-percent growth in sales last year, CEO Sergio Marchionne is still not pleased with the customer experiences at Chrysler’s dealerships.
According to the latest J.D. Power and Associates Sales Satisfaction Index Study, Chrysler Group’s Jeep, Ram and Dodge brands were three of the brands in the bottom four among mainstream, non-luxury brands. The study also ranked Chrysler ninth out of 19 mass market brands, but most importantly the survey gave Chrysler Group dealerships low marks in the categories of salesperson, delivery process and negotiating.
Even Marchionne has admitted that some dealerships’ salespeople weren’t treating customers “with the dignity they deserve.”
Chrysler Group recently suspended its Dealer Standards program temporarily in order to incorporate changes to ensure it results in improved customer satisfaction. The program provides an incentive to dealers to meet factory standards for customer service with rewards of $4,500 to $200,000 per quarter.
“We can do all the Eminems you like, all the commercials, but at the end of the day, this only gets you so far,” Marchionne said. “The interface is with the guy who sells you the car.”
[Source: Automotive News]
Jason Siu began his career in automotive journalism in 2003 with Modified Magazine, a property previously held by VerticalScope. As the West Coast Editor, he played a pivotal role while also extending his expertise to Modified Luxury & Exotics and Modified Mustangs. Beyond his editorial work, Jason authored two notable Cartech books. His tenure at AutoGuide.com saw him immersed in the daily news cycle, yet his passion for hands-on evaluation led him to focus on testing and product reviews, offering well-rounded recommendations to AutoGuide readers. Currently, as the Content Director for VerticalScope, Jason spearheads the content strategy for an array of online publications, a role that has him at the helm of ensuring quality and consistency across the board.
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