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Feedback in the Automotive Industry

Manage communication, loyalty and recommendations

How SayWay can be used in the automotive sector

Use on-site feedback in the following scenarios

Basic feedback

In the auto­mo­tive sec­tor, a basic feed­back sys­tem is gen­er­al­ly installed that runs con­tin­u­ous­ly and records the rel­e­vant para­me­ters quick­ly. This gen­er­ates a reli­able sat­is­fac­tion graph that each branch can use as a basis for deci­sions. Dri­ver analy­ses are also fre­quent­ly used to expose the caus­es of dis­sat­is­fac­tion quick­ly. The tool is usu­al­ly designed so that cus­tomers in the sales, sup­port and ser­vice depart­ments can give their feed­back direct­ly and quick­ly.

Customer feedback

Auto­mat­ed and per­son­alised feed­back process­es can be gen­er­at­ed in this con­text: Cus­tomers are sent per­son­al auto­mat­ed e-mails after they have been to the garage, invit­ing them to rate the ser­vice direct­ly.

Fly­ers, newslet­ters or tags on the rear view mir­ror can also be used to remind cus­tomers to give feed­back.

Complex project surveys

The sys­tems can be used for any con­ceiv­able kind of sur­vey depend­ing on require­ments. For exam­ple, to assess the accep­tance and per­cep­tion of struc­tur­al alter­ations, adver­tis­ing mea­sures or spe­cial cam­paigns. The sys­tems are also increas­ing­ly being used for clas­sic mar­ket research projects. If cus­tomers are per­son­al­ly invit­ed by an employ­ee to par­tic­i­pate in a slight­ly more detailed sur­vey and are offered a lit­tle incen­tive, the dropout rate falls to vir­tu­al­ly zero.

Employee feedback

Ques­tion­naires on Say­Way sys­tems can be swapped man­u­al­ly on any sys­tem or by remote con­trol all over the world from the head­quar­ters in Cologne. We rec­om­mend that our cus­tomers use the sys­tem for employ­ee sur­veys in the back office at least four times a year. It’s dif­fi­cult to find good staff for garages and car show­rooms and this is also the biggest cost fac­tor in the bud­get. That’s why it’s a good idea to work close­ly with your employ­ees in order to keep fluc­tu­a­tion to a min­i­mum. Say­Way can help you to achieve this through stan­dard­ised employ­ee sur­veys that have proven them­selves in prac­tice and can be trans­ferred onto the sys­tem at short notice.


The feedback process

If a feed­back project in the auto­mo­tive sec­tor is to be suc­cess­ful and sus­tain­able, the feed­back process must be defined and imple­ment­ed very pre­cise­ly. Clear project respon­si­bil­i­ties, appro­pri­ate ques­tion­naires and a pre­cise choice of loca­tion are just some of the com­po­nents involved in defin­ing an on-site feed­back process. A fur­ther option is to invite cus­tomers to give feed­back after a sales talk or han­dover of a vehi­cle.


Closed Loop

The closed loop con­cept gives our cus­tomers guide­lines as to how they can work active­ly with the feed­back data col­lect­ed and com­mu­ni­cate the results back to the tar­get group. In this way feed­back, opti­mi­sa­tion and infor­ma­tion run in a cycle, a closed loop. If the closed loop con­cept works, cus­tomers find out when their feed­back has helped to elim­i­nate weak spots, which in turn cre­ates a clos­er tie to the com­pa­ny. Our project man­age­ment team will be hap­py to help you with the closed loop process.

Tablet-based on-site feedback in car showrooms and garages

Exploit this digital channel to your customers. At all your branches.

The fresh and undis­tort­ed impres­sions of cus­tomers dur­ing a sales talk at a car show­room or a garage ser­vice are invalu­able. Espe­cial­ly when the data is avail­able in real-time and an imme­di­ate response to crit­i­cism is pos­si­ble. With tra­di­tion­al phone sur­veys con­duct­ed a few days or weeks lat­er, a lot of details have already been for­got­ten. And it often takes a long time before the results of the phone sur­vey are made avail­able to those respon­si­ble in the var­i­ous branch­es.


Say­Way helps car show­rooms and garage chains to set up a dig­i­tal com­mu­ni­ca­tion chan­nel at each branch so that they can respond to cus­tomer require­ments quick­er. This is done using a tool­box that we have devel­oped joint­ly with cus­tomers in the auto­mo­tive sec­tor.

Measure the pulse of customer satisfaction

With our feed­back sys­tem that is quick and easy to set up, you can mea­sure the pulse of cus­tomer sat­is­fac­tion right down to the micro-lev­el of the indi­vid­ual branch (or in the case of large retail­ers, the indi­vid­ual floors or depart­ments). At the macro-lev­el, i.e. the head­quar­ters, branch­es can be mon­i­tored and opti­mised eas­i­ly.


SayWay as a marketing instrument

Pri­mar­i­ly Say­Way “only” col­lects rat­ings. But the sys­tem can do much more than that. A feed­back chan­nel that is con­tin­u­ous­ly open sends out a sig­nal to the cus­tomers that they are respect­ed. If cus­tomers give feed­back as they are leav­ing the store, it’s a kind of emo­tion­al check-out. The sys­tems can also be used as an infor­ma­tion board. A lot of cus­tomers use the last page of the sur­vey for adver­tise­ments, for exam­ple, to adver­tise spe­cial offers.

Feedback instruments for the automotive sector

Special features relevant to the automotive sector

The driver analysis

Basi­cal­ly, any con­ceiv­able type of ques­tion­naire can be imple­ment­ed using the Say­Way feed­back soft­ware. In garages and car show­rooms, SayWay’s dri­ver analy­sis has estab­lished itself as the stan­dard. In this case, only dis­sat­is­fied cus­tomers are for­ward­ed to a sec­ond page where they are asked about the caus­es of their dis­sat­is­fac­tion. The sat­is­fied cus­tomers are only giv­en one addi­tion­al open ques­tion where they can express their praise and sug­ges­tions. In this way, hap­py cus­tomers are not both­ered unnec­es­sar­i­ly and dis­sat­is­fied cus­tomers can air their griev­ances.

The net promoter score (NPS)

More and more com­pa­nies in the auto­mo­tive sec­tor have adopt­ed the NPS sys­tem for on-site feed­back. This is a stan­dard­ised sur­vey con­cept devel­oped in the USA that mea­sures the like­li­hood of a cus­tomer rec­om­mend­ing the com­pa­ny, prod­uct or ser­vice to some­one else and also indi­rect­ly mea­sures loy­al­ty and cus­tomer sat­is­fac­tion. There are a lot of stud­ies that prove that the NPS cor­re­lates with rev­enue growth. It is vital that the NPS is mea­sured con­tin­u­ous­ly in order to depict changes reli­ably and con­tact cus­tomers active­ly in con­nec­tion with their feed­back.

Individual reporting

Keep your finger on the pulse of your customers, centrally and locally

Every sin­gle garage or car show­room needs dif­fer­ent infor­ma­tion. The Say­Way Report­ing Say­Way report­ing tool takes these indi­vid­ual require­ments into account through cus­tomised solu­tions for each com­pa­ny. Dif­fer­ent branch struc­tures require spe­cial dash­boards. The roles and rights sys­tems must be devel­oped dif­fer­ent­ly depend­ing on the hier­ar­chi­cal lev­els.

The roles and rights sys­tems must be devel­oped dif­fer­ent­ly depend­ing on the hier­ar­chi­cal lev­els. The design of auto­mat­ed PDF reports must be clear­ly aligned with the indi­vid­ual frame­work con­di­tions. The Say­Way retail team will be pleased to help you to design your own indi­vid­ual online report­ing tool.