Intent: One of the pillars of Certification is customer service. Certified Dealers need to understand how their CSI numbers are trending alongside their peers carrying the same brands and other dealers in the industry. If the numbers aren’t up to national standards, they need a plan to address and remedy this.
If you are a current Certified Dealer you received an email from Liz K. this week assigning your last 2020 Continuous Certification requirement for the year (wahoo!), the CSI Tracking & Trending requirement.
As many of you already know, CSI scores overall took a hit this year due to the rapid growth that our industry experienced. While some things (i.e. inventory shortages) were out of your control, others (i.e. buyer follow-up) were not. How did you do? Do you know how your CSI scores were affected over the course of 2020? Do you expect your new customers to continue to come back to your dealership after the initial sale?
The intention of the CSI Tracking & Trending requirement of the Marine Industry Certified Dealership program, and also, the Continuous Certification program, is to make sure that you understand and have a pulse on how your CSI numbers trend year over year. This exercise allows you to compare your numbers to yourself and your competition and create an action plan for improving your customer experience, which, in turn, will improve your CSI scores.
P.S. Shout out to the team at Russell Marine – Real Island for getting in their 2020 Tracking & Trending requirement in first this year! Yes, a few dealerships have already turned in all of their assignments for 2020 Continuous Certification, more than two months before the deadline!
