Owner Survey™

Is it better to survey your sales customers with an owner survey, or to send in mystery shoppers to measure how your sales team sells?

Very good question, and the answer is yes, both make sense, but for answering very different questions.

Owner Survey is better:  An owner survey is better if one’s priority is to measure the ownership experience through the eyes of the customer.  Keep in mind that a customer’s perception is not necessarily the same as reality, but also that in many cases that perception is more important than reality.

Mystery Shopping is better:  As long as the mystery shopper is measuring the right sales process attributes, and as long as the mystery shopper is behaving similarly to a “real” shopper, the answers gained through mystery shopping can be used to much more accurately measure specific sales process behaviors.  “Real” customers have no obligation to keep an eye on how effectively a salesperson is selling.  “Real” customers have plenty of their own “real” issues to focus on instead.  A “real” customer may leave a dealership telling an observer that they enjoyed visiting the dealership and would recommend the salesperson to a friend, at the same time that the “real” customer is driving to purchase another brand of vehicle instead. 

The patent-pending Pied Piper Prospect Satisfaction Index® (PSI®) process provides factual measurement of how effectively a dealership sells, how the dealership performance compares to other same brand dealerships nationwide, and specifically what can be done to improve the performance and sell more vehicles.

Go to www.piedpiperpsi.com for more details.

Pied Piper develops and runs sales & marketing programs to maximize performance of dealer networks.

Examples of Pied Piper programs:

• Prospect Satisfaction Index® (PSI®)"Mystery Shopping" to Turn More Shoppers into Buyers™.
  • In-Person
  • Internet/Email
  • Telephone
• Defector Diagnostic Survey™ to Learn to Keep More Customers.
• Retail Effectiveness Monitor® to Measure and Improve the Overall Customer Experience.
• Dealer Health Check™ to Measure, Diagnose and Improve the Overall Sales Effectiveness of Individual Dealerships.
• Dealer Performance Bonus Programs to Increase Manufacturer and Dealer Profitability while Paying for a Better Customer Experience.
• "Spin-to-Win" Sales Incentive Programs with Reloadable Debit Cards to Encourage Effective Salesperson/Dealership Behavior
• Other Examples: Facility Evaluation/Audit Programs to Encourage Facility Improvement and Upgrades, Pied Piper Purchase Funnel™, Lease Return Programs, Vehicle Delivery Programs, Co-op Advertising Programs, Point-of-Sales Kiosk Programs, Brand Image Element Leasing Programs, Best Practices and Management Consulting.

Go to www.piedpipermc.com for more details about Pied Piper Management Company LLC.