FCA Launches Dealer Awards Program

In an effort to improve customer service, FCA US is launching a new initiative for its dealers in a five-pillared awards program. FCA US launched the Customer First Award for Excellence back in October 2015. Dealers will participate in regional workshops in order to be educated about requirements for the award as well as retail automotive industry best practices. FCA announced the five pillars of the program in a statement. Those pillars are:

Facility – Customers consistently find dealerships to be clean, convenient and comfortable. Facilities are certified every six months.

Customer Processes – Develop and consistently execute processes for key customer interaction points, such as sales negotiation, delivery and follow up.

Performance – Achieve required high level of satisfaction in customer sales and service satisfaction surveys.

Employee Survey – Survey employees annually, share findings with employees, and act on the feedback and results.

Training Certification – Meet minimum training requirements for sales, service, parts and technical staff.

Speaking about the initiative aimed at improving their dealerships nationwide, Al Gardner, head of network development for FCA-North America said in a statement, “At its core, this initiative will enable each of our dealers to earn certification as Customer First Award for Excellence dealers and market themselves to customers as elite stores. We believe it will give us a serious competitive advantage in the marketplace that along with our great products and strong brands will significantly improve customer satisfaction, loyalty and retention in our dealerships.”

According to FCA, dealers who are granted the award can begin to market their new designation starting in July 2016. Those award-winning dealers will be recognized by FCA and receive, “designation as award winner on all FCA US brand websites, the Find-A-Dealer search tool, dealership websites and Google searches.” They will also receive awards plaques for their showroom.

FCA went on to say that they want the interaction between dealers and customers to be more about the relationship and less about the transaction. What kind of training and certification does your store offer to its employees? Is there a strategy at your store for improving relationships with your customers?