The Car and Truck Fleet and Leasing Management Magazine

Chrysler Group Five Star Dealer Certification Process Celebrates 5-Year Anniversary

March 5, 2002

Chrysler Group released figures confirming that its Five Star dealer certification process is improving customer service, increasing dealers' sales and profits, and retaining a higher percentage of dealership personnel. "Many businesses, automotive and non-automotive, have benchmarked our Five Star process, including Ford Motor Co., General Motors, Toyota, Honda, Caterpillar and Ritz Carlton Hotels," said Gary Dilts, senior vice president - sales. Five Star is a dealership improvement initiative. Dealers are required to document their processes and conduct follow-up with every customer after a sales or service transaction, and use that feedback to improve their operations. There are other core requirements linked to specific customer expectations of the dealer experience that the 2,435 Five Star dealers are expected to meet. Once certified, dealers are reviewed quarterly for compliance with requirements. According to Dilts, compared to Chrysler Group's non-Five Star dealers, certified Five Star dealers have higher customer satisfaction index (CSI), sales satisfaction index (SSI) and fixed first visit (FFV) scores; are more profitable, have higher sales, and lower employee turnover. To receive Five Star certification, Chrysler, Jeep® and Dodge dealers must: 1. Meet minimum levels for SSI, CSI and FFV, based on dealer size; 2. Have facilities that are neat, clean and well maintained; 3. Provide minimum levels of training for the sales, service and parts personnel; 4. Conduct employee satisfaction surveys annually; 5. Document and map entire sales, service and parts processes; 6. Define all sales, service and parts processes by contacting 100 percent of sales and service customers, and document their feedback.
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