Marchionne Says Improving Chrysler Dealership Customer Satisfaction a Top Priority

Jason Siu
by Jason Siu
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]

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