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Unexpected consequences

Tuesday, March 27th, 2018

Recently I replaced my car.

The salesman did a good job.  I loved the car, he just kept quiet during the test drive, he was quick and unfussy producing the price and the price was attractive.  He made it easy to say yes.

The showroom had the usual faux-luxury trappings:  Fancy chairs, espresso machine, glossy mags, flat screens showing shiny cars cruising down winding roads remarkably free of other traffic.  I didn’t care about any of those.

After we signed the deal the salesman told me I would get a customer survey by email.  He said that unless I scored the experience as a 10 and said I “loved” the brand then the manufacturer marked his and the dealership’s performance down.  This was the first jarring note in the transaction.

As we walked out to do the handover the Sales Manager came over.  He said that unless I scored the experience as a 10 and said I “loved” the brand then the manufacturer marked his and the dealership’s performance down.  This was the first time he had involved himself in the deal and by now I was losing the sense of goodwill towards them.

One month later I still love the car.  I have received two requests by email for customer feedback, which I have deleted.  The ridiculous, intrusive, poorly-designed incentive scheme probably won’t stop me buying from them again, but it will make me think about it.

If you’d like to avoid unexpected consequences as you grow your business then perhaps you should register for our next systemisation seminar.

 

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