Customer First Award for Excellence


Fiat Chrysler is working towards making its Chrysler, Jeep, Dodge, Ram, and Fiat dealerships better than ever, which is why the Italian-American car maker has created the Customer First Award For Excellence. This is the first year that this award has been in existence, and it has been given out to 124 dealerships across the United States and only 3 dealerships in North Carolina.

“We are extremely impressed with the accomplishments these 124 dealerships have been able to achieve in a short amount of time,” said Al Gardner, Head of Network Development for Fiat Chrysler North America. “We gave our dealer body the challenge to join us in focusing on increasing our customer satisfaction, loyalty, and service retention and through the core pillars of this initiative, these dealers have shown that it’s achievable. These dealerships will be able to proudly differentiate themselves as elite stores by being winners of the inaugural Customer First Award for Excellence.”

Each of Fiat Chrysler’s 2,600 dealerships was eligible for the award. In order to receive this recognition, they must achieve goals in five core “pillars,” which include keeping a clean, comfortable facility; staying consistent in customer processes; achieving a high level of satisfaction in customer sales and service satisfaction surveys; continually surveying employees and acting on feedback; and making sure all personnel meet minimum training requirements in their department.

  • Facility – Customers consistently find dealerships to be clean, convenient and comfortable. Facilities are certified every six months
  • Customer Processes – Dealer consistently executes processes for key customer interaction points, such as sales negotiation, delivery and follow up
  • Performance – Dealer achieves required high level of satisfaction in customer sales and service satisfaction surveys
  • Employee Survey – Survey employees annually, share findings with employees, and act on the feedback and results
  • Training Certification – Dealership personnel meet minimum training requirements for sales, service, parts and technical staff

By achieving this elite status, these FCA US LLC dealerships will be recognized by consumers as leaders in customer sales and service experience.

FCA US created the Customer First Award for Excellence with its dealer partners and J.D. Power to elevate customer satisfaction with the dealerships with a specific focus on the sales and service experience, employee training and facility condition.

Dealers in this initial group completed all of the required program goals from Jan. 1 to June 30. A second group of award winners will be announced in early 2017 when they complete their certification requirements.

The Customer First Award for Excellence initiative was rolled out to dealerships in October 2015. Dealers participated in cross-country workshops where they learned of award requirements and dealership best practices. Some have worked with independently contracted Customer Experience Specialists in order to seek the highest levels of process and procedure improvements to ensure an increase in customer satisfaction.

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