Customer Satisfaction Index (CSI) surveys are a treasure trove of valuable information for your business.
Curious what your team is doing well? What they could do better? What do your customers think of the shop? Whether they’re likely to refer you to their friends and family?
Look no further than your CSI.
“CSI survey results provide valuable insight into potential blind spots within your organization, whether related to your people or processes,” says Sheryl Driggers, speaker and coach with Collision Advice.
The scores offer actionable data, she emphasized — a starting point for deeper investigation.
“These surveys offer a snapshot of customer sentiment, but the true value comes from digging into the feedback and identifying the root causes behind the scores. Using CSI data combined with internal audits, root cause analysis, team training, and process improvements, you can ensure you are creating exceptional customer experiences.”
Here’s how to use what you learn to improve your operations.
The Problem
Let’s be honest…no business is perfect. And sometimes areas of weakness aren’t obvious.
Not only does your CSI help you identify areas where you’re excelling — which you should celebrate your team for — they highlight areas where improvements are needed as well, and these areas are where you’ll find your training opportunities.
You’ll know, for instance, whether you’re setting proper expectations with your customers based on the feedback you receive — the surveys are great at identifying potential gaps in communication.
“CSI scores have the potential to reveal whether your staff is engaging with customers in a transactional manner rather than building meaningful relationships,” Driggers says. “Furthermore, if your survey response rate is below 45%, it indicates a lack of customer engagement, which often means customers are indifferent and less likely to refer your business.”
And in today’s business climate, cautions Driggers, shops need to be focusing on customer satisfaction.
“In 2024, with a slowdown in work and fewer insurance claims due to rising premiums and political uncertainty, customer experience has become more critical than ever,” she says. “Delivering an exceptional customer experience from start to finish can turn customers into brand evangelists who refer friends and family. As a shop owner, that’s essential to maintain business growth.”
The quality of your repairs is another area your CSI can shine a light on, though it’s important to note that high scores in quality don’t necessarily mean there are no issues.
“High scores typically reflect only the cosmetic quality customers can see, so you should never rely solely on CSI scores to assess overall quality,” reminds Driggers. “They can, however, expose gaps in cosmetic appearance or workmanship.”
The Solution
First and foremost, Driggers advises, you should use your CSI score to share positive feedback and celebrate your team’s successes.
“Recognizing and rewarding excellent performance is important because, ‘what gets celebrated gets repeated.’ When team members feel valued for their efforts, they’re more likely to continue delivering excellent results. I've seen it repeatedly…when we celebrate our team, it deepens their desire to do it again and again.”
Alternatively, when low scores or negative feedback are received, it provides an opportunity for growth.
“Shop leaders should use this feedback to identify underlying issues, investigate gaps in performance, and coach the team on improving. By addressing these areas proactively, you can turn the problems into opportunities for development and improve both customer experience and team performance.”
The feedback you receive from your CSI surveys shouldn’t just be used internally, however; it gives you a chance to make the customer feel heard and valued. Always contact a customer directly who has given you poor scores, Driggers recommends.
“In my experience, when we had customers who brought up issues through the CSI survey, they became our biggest fans because of how we took ownership of the issue, made it right, and ensured they knew their feedback made a difference in how we did business. By taking this metric seriously and continuously improving your processes and experiences based on their insights, you ensure your business remains customer-centric and positioned to grow revenue through customer referrals.”
The Aftermath
Whatever area of your business needs improving, create a targeted plan to address it, says Driggers. If low scores consistently highlight communication issues, for example, the shop manager should develop or update their communication plan.
“At my shop, we had a nine-point communication plan that outlined how frequently customers should be updated,” she shared, with details on exactly when customers were to be contacted throughout the repair process, leaving no room for confusion around expectations.
“One of my key communication strategies is to avoid texting or emailing bad news. Even if a customer prefers text or email for regular updates, I recommend reaching out via text or email to ask for permission to call when delivering this type of information. For example, ‘Ms. Smith, do you have a few minutes to talk today? There’s something I need to review with you regarding your vehicle’s repair.’ This approach ensures that important conversations happen over the phone, where you can offer clarity, empathy, and a personal touch.”
The exact scores that indicate improvements are needed will be unique to your shop and preferences…but at Driggers’ previous shop, for example, employees were expected to achieve a 98-100% ranking in the “Kept Informed” and “Service” score CSI categories.
The Takeaway
Regularly reviewing CSI data and implementing necessary changes fosters a customer-centric culture. What gets talked about gets prioritized. By continuously engaging with feedback and using it to improve the customer experience, you ensure that your team prioritizes exceptional customer service, which can ultimately lead to repeat business and more referrals.
Improving your CSI score positively impacts the internal component of the business, too — your team members. Celebrating their successes based on positive feedback fosters a sense of value, recognition, and fulfillment, leading to increased employee engagement and morale. Ultimately, these factors contribute to increased revenue through repeat business, referrals, and a motivated, high-performing team.
Ignoring your CSI score, on the other hand, can have serious consequences. Neglecting customer feedback can lead to unresolved issues, dissatisfied customers, and poor word of mouth…resulting in lost business and a damaged reputation. Internally, failing to address feedback can lead to disengaged employees, as they may feel undervalued or unaware of areas needing improvement. The ripple effect can be lower team morale, reduced customer loyalty, and declining revenue.
The bottom line? Ignoring CSI scores puts both your customer relationships and business growth at risk; be mindful of the feedback you receive, and use it to better your shop!
