Customer Satisfaction Index (CSI)

Customer Satisfaction Index (CSI) is a metric used to measure the level of satisfaction customers have with their experience at the dealership, often tied to manufacturer surveys. After a purchase or service, customers are frequently asked by the automaker or dealer to rate their experience (via a survey with questions about the salesperson, the F&I process, vehicle delivery, or for service, about the timeliness, quality of work, etc.). These results are compiled into a CSI score. In Canadian dealerships, CSI is very important – manufacturers monitor it and sometimes tie bonuses or allocations of popular models to high CSI scores. For example, a dealer with excellent CSI might get more inventory of a hot-selling car or qualify for financial incentives. The CSI process in a dealership involves training staff to provide great service and also to encourage happy customers to complete the survey. Dealers will often follow up with customers to ensure any issues are resolved before the factory survey arrives. Internally, CSI is used to identify areas of improvement: if scores are low in 'explanation of vehicle features at delivery', management knows to work on that. It can also be used in employee evaluations or pay plans, e.g., salespeople might get bonuses for good survey results. The CSI is essentially the voice of the customer quantified, and Canadian consumers are generally quite willing to provide feedback. By focusing on CSI, dealers aim to create loyal customers and show automakers that they're maintaining high standards in line with the brand’s expectations. Ultimately, a high CSI usually correlates with repeat business and a strong reputation, so it's both an operational focus and a marketing asset (some dealers even advertise their CSI awards or scores).