Nissan Strives To Take Dealer Customer Service to the Next Level | Edmunds

Nissan Strives To Take Dealer Customer Service to the Next Level


Just the Facts:
  • Nissan is working with its dealers to provide immediate, "actionable" feedback from customers in real time, said Fred Diaz, a top company executive in a speech on Thursday.
  • The initiative will allow Nissan dealers to address any customer issue immediately instead of waiting the weeks or months that traditional customer satisfaction approaches have taken.
  • "I mean while the customer is still in the store or the very next day," said Diaz, the U.S. senior vice president of Nissan sales & marketing and operations, in a speech to the 2014 CAR Management Briefing Seminars.

ACME, Michigan Nissan is working with its dealers to provide immediate, "actionable" feedback from customers in real time, said Fred Diaz, a top company executive in a speech on Thursday.

The initiative will allow Nissan dealers to address any customer issue immediately instead of waiting the weeks or months that traditional customer satisfaction approaches have taken.

"I mean while the customer is still in the store or the very next day," said Diaz, the U.S. senior vice president of Nissan sales & marketing and operations, in a speech to the 2014 CAR Management Briefing Seminars.

Diaz stunned listeners when he said: "Nissan will be killing customer satisfaction."

"We're working to move away from what has become an industry trap of customer satisfaction managed by surveys where OEMs and dealers chase scores instead of optimizing the 'customer experience,'" Diaz explained.

Nissan executives have said they want to establish true partnerships with dealers.

Diaz said he meets in-person every single month with the Nissan national dealer advisory board.

"To my knowledge, no other automaker does this," he said.

This is an ambitious goal, especially since most dealers today have multiple brands.

"We want Nissan to be the brand they think about when they wake up in the morning and when they go to bed at night," Diaz said.

Edmunds says: This striking new approach to customer satisfaction should have tangible and immediate results for Nissan car shoppers and buyers.

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