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BMW Service CSI Survey Facts Revealed (archive)

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Posted by Fred Meloan on June 25, 2001 at 08:43:45:

BMW Service CSI Survey Facts Revealed

Last week I gave you a brief overview of the BMW CSI System and an explanation of the Sales CSI Survey process. This week I want to talk about the BMW Service CSI Survey system. The Service CSI survey consists of a total of 9 questions but the last question is not included in the average score for each survey. All of the questions are scored on the basis of “Excellent” (100), “Good” (60), “Fair” (30), and “Poor” (0). The nine questions are:

Q1: Ease of obtaining service appointment.

Q2: Greeted promptly when vehicle dropped off.

Q3: Respectful and courteous treatment.

Q4: Vehicle ready at time promised.

Q5: Waited on promptly at vehicle pick-up.

Q6: Paperwork completed/accurate at pick-up.

Q7: Explanation of service work performed.

Q8: Satisfaction with work performed.

Q9: Overall rating of service experience.
(This question is not counted in the average score.)

While all of the questions in the survey have to do with the performance of your dealer’s service department it is obvious that the answers to some of the questions are definitely impacted by your dealer’s ability to have or obtain all the necessary parts to fix the problem. The recent shortage of E46 thermostats or replacement radiator fans quickly comes to mind as a possible source of a low score on the service CSI.

Questions 1 thru 8 of the survey have an equal weight in the scoring process even though (to me) Question 8 is significantly more important than the others in terms of the customer’s ultimate satisfaction with the service department. Question 4 is not far behind question 8 in terms of my own personal priorities. Question 1 seems to be a big factor for a lot of folks but has an interesting twist (to me). It seems that a lot of people give a low rating when it takes them more than a few days to get a service appointment. However, it seems to me that a long wait period for a service appointment would suggest that a lot of people think the service department is better than others and is therefore worth the wait. I recognize that this could also be the result of a service staff that is smaller than the market requires but I would have to believe that this aspect of the problem would be resolved over time. Certainly any service department has to be capable of dealing with emergency repairs such as the overheating of an E46 due to the radiator fan problem but my view is that the length of time necessary to obtain an appointment should not have an equal “weight” as some of the other questions. If I were to design a “weighted” system the 9 questions in the service CSI survey system would have very different weights with questions 8 and 9 being the most important and question 4 not far behind.

Score wise your service department needs to get a minimum average score of 86 in order for the dealership’s blended CSI score to achieve the minimum required score of 90. Experience indicates that it is tougher for the service department to get an average 86 score than it is for the sales department to get the 96 that they need to get for their contribution to the blended score. If you do the arithmetic you will see that a Sales CSI of 96 (.4) + a Service CSI of 86 (.6) = a Blended CSI of 90. If you give your service department a “Good” instead of an “Excellent” on any 3 of the first 8 questions the average score for that survey will be 85. As with the Sales survey you are not required to answer every question and if you don’t answer a question it will not be included in the scoring of your survey.

So far all the scoring that I have talked about in both the Sales and Service CSI Surveys has been “unadjusted”. Later this week I will discuss how dealers are allowed to adjust their scores prior to the final determination of the monthly “Blended CSI” that is used by BMW for their monthly dealer CSI ratings.

Fred Meloan
Internet Manager
BMW of Arlington (Virginia)

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