Some dealers have a video session so that the customer can do a testimonial and this also coaches them to give the dealer the ratings they are looking for. This to me is such a SCAM! It basically is using a survey for all the wrong reasons.
Some of ratings are used on a national level so that manufacturers can say that they get such high customer satisfaction. This is NOT accurate on all levels. Some customers are happy with everything, but you always have people that struggle with understanding or have expectations that are unrealistic!
On the other hand, dealers can be bullies, and dishonest and terrible with customer service. This is a way that a survey can hurt their pocketbooks! Whether it is by mail, email or on the phone, the answers that you are giving on the customer satisfaction survey are important. Just not maybe for all the right reasons!