Lex has set aside a £1 million fund which will be used to reward dealers who provide its 178,000 drivers with a ‘sustained high level of customer satisfaction from new car delivery to servicing and maintenance’.
Individual dealers must fill out a detailed Lex questionnaire to prove they have provided an excellent level of service.
Lex said it would also penalise poor service by removing low scorers from its supplier network.
Lex began asking the end-users of its service – the drivers themselves – how satisfied they were with the service they received from dealers in 2004 and found that only 76% of responses were positive. This has since increased to 85%, but Lex managing director Jon Walden would like this figure to move well into the 90s.
“Every customer should be a happy customer. Our aim is to achieve customer satisfaction ratings in the high 90s and ideally 100%. Cash incentives for dealers and suppliers are one way of doing that. Successful dealers will be able to earn an extra 6% this year – but only if they delight our customers. If they don’t, they’ll be penalised,” said Walden.