NADA 24, currently available in America, was developed by solutions expert Synovate in consultation with retailers and has the full backing of the National Automobile Dealers Association. NADA has taken the highly unusual step of becoming a partner in the business.
NADA 24 sits within the dealer management system. Synovate pulls out data on new and used car buyers, service and repair customers, warranty or bodyshop work each night and contacts them the next day.
Three questions are asked, ranked on a scale of 1-10: are you satisfied; would you recommend this company; would you buy again from this company. Additional questions can extract more information should a dealer perform poorly, while the customer also has the opportunity to record a voice message outlining their experiences at the dealership.
“The dealer drives what happens,” says Gavin Winter, Synovate global director continuous research. “They can limit how many customers are interviewed each day and set parameters, such as minimum value or type of job. They can also listen to the whole interview.”
More than 200 dealers have signed up in America since the product, which is similar to Lexus GB’s CCS programme, was launched a year ago. They pay $3.51 (£2) per complete interview.
Synovate is in talks with a number of dealer groups about piloting the system, likely to be branded Synovate 24, in the UK. It also hopes to secure the approval of several carmakers.