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Manufacturers launch star rating initiative
by Tony Cockle - Tuesday, 30 March 2010, 02:10 PM

With the recent introduction by some motor manufacturers of 3, 4 and 5 star ratings on their dealer directories, peer pressure has never been greater. The rating system is currently based on customer satisfaction surveys and designed to help improve dealer-staff accountability and the pursuit of 'customer delight' as a core objective. Based on our early observation, the impact looks promising. We have already observed positive reactions by dealer group management teams and the desire to enhance customer handling skills and improve operating procedures. We believe that the star rating system will help to eradicate common mistakes and improve the delivery of positive reinforcement as a motivational tool. Once a four or preferably five star rating has been achieved, dealerships will feel compelled to retain their status.

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