The FCA US Customer First Award

Back in 1997, Chrysler began a new Five Star program (see the Quality Digest cover story), requiring customer surveys and employee surveys, training, and grounds maintenance. The program should have been powerful, but it relied heavily on internal zone reps rather than outside agencies, among various issues. Rewards included highly visible signs and web site referrals. See the Five Star program and where it fell short.

Teterboro 2009

In 2010, a new program called Dealer Standards used both mystery shoppers and increasing goals; it was run by an experienced outside firm. Dealerships were graded on a variety of categories, including customer relations and facilities, but sales volume was a major factor, and the criteria varied from month to month. We don’t know what happened to this one, and FCA US did not tell us.

In 2015, FCA US announced its Customer First Award, created in conjunction with its dealers and J.D. Power. Dealers getting the “Customer First Award for Excellence” could, according to FCA’s Al Gardner, “market themselves to customers as elite stores. We believe it will give us a serious competitive advantage ... [and] significantly improve customer satisfaction, loyalty and retention in our dealerships.”

service

The key Customer First Award criteria are:

  • Facility to be clean, convenient, and comfortable (and certified every six months).
  • Customer Processes consistently executed at key points, such as sales negotiation, delivery, and follow up.
  • Customer survey numbers (sales and service).
  • Employee Survey with results shared with employees, and action taken on the results (annual).
  • Training Certification for sales, service, parts and technical staff.

It was rolled out to dealers in October 2015, with 60 workshops across the country that include both award requirements and best practices.

model Chrysler dealership for millenium branding

Reid Bigland, FCA North America sales head, wrote, “If we are to continue our growth, we need to retain the customers that we’ve work so hard to conquest over the last four years and bring new buyers to our brands and dealerships. Developing relationships with those customers that we’ve earned translates to growth in our service business and long-term sales success.”

Certified dealers get recognition on corporate websites (e.g. dodge.com), the Find-A-Dealer search tool, dealership websites, and Google searches, and can use the award logo in local advertising, with a physical award for their showroom.

The first 124 winners are below. Another group is due to be announced in early 2017.

5 CORNERS DODGE CHRYSLER JEEPCEDARBURG, WI
ABERDEEN AUTO CENTER, INCABERDEEN, SD
ACTON CHRYSLER DODGE JEEP RAMACTON, MA
ADAMS JEEP OF MARYLAND INCABERDEEN, MD
ADIRONDACK AUTO SERV INCELIZABETHTOWN, NY
ALFA ROMEO FIAT OF THE TRIADGREENSBORO, NC
ARRIGO DODGE CHRYSLER JEEP RAM SAWGRASSTAMARAC, FL
ATLANTIC DODGE-CHRY-JEEP INCST AUGUSTINE, FL
AUBURN CHRYSLER DODGE JEEP RAMAUBURN, IN
BAILEY'S MOTOR SALES INCNORTH KINGSTOWN, RI
BERGEY'S CHRYSLER JEEP DODGESOUDERTON, PA
BESSEY MOTOR SALES INCSOUTH PARIS, ME
BEST CHRYSLER DODGE JEEP RAMPLYMOUTH, MA
BLUE WATER CHRYSLER-PLYMOUTH-DODGE JEEP-EAGLEPORT HURON, MI
BOB-BOYD ALFA ROMEO FIATCOLUMBUS, OH
BONNEVILLE & SON INCMANCHESTER, NH
BRICKNER'S OF WAUSAU, INCWAUSAU, WI
BRICKNER'S PARK CITY INCMERRILL, WI
BRUNSWICK AUTO MART INCBRUNSWICK, OH
BUD'S CHRYSLER-DODGE-JEEP, INC.CELINA, OH
CARMAN CHRYSLER-JEEP-DODGENEW CASTLE, DE
CASSENS & SONS INCGLEN CARBON, IL
CENTRAL MAINE CHRYSLER-DODGE-JEEP-RAM-FIATWATERVILLE, ME
CERRITOS DODGE INCCERRITOS, CA
CHARLIE'S DODGE CHRYSLER JEEP RAMMAUMEE, OH
CHILSON CHRYSLER DODGE, LLCCHIPPEWA FALLS, WI
CITRUS CHRYSLER JEEP DODGEDADE CITY, FL
COFFEE CHRYSLER-PLYMOUTH-DODGE INCDOUGLAS, GA
COLE CHRY-JEEP-DODGE LLCMARSHALL, MI
COUNTRY CHRY-DODGE-JEEP INCOXFORD, PA
DENNIS DILLON DODGE CHRYSLER JEEPCALDWELL, ID
DON'S AUTO CLINIC INCCADILLAC, MI
DOUG SMITH CHRYSLER JEEP DODGEAMERICAN FORK, UT
DOVER DODGE CHRYSLER JEEP, INC.ROCKAWAY, NJ
ELM GROVE CHRYSLER DODGE JEEP RAMWHEELING, WV
ENUMCLAW CHRYSLER JEEP DODGE RAMENUMCLAW, WA
EVERETT CHRYSLER DODGE JEEP RAMSPRINGDALE, AR
EXTREME DODGE CHRYSLER JEEPJACKSON, MI
FAYETTEVILLE DODGE INCFAYETTEVILLE, NY
FIELDS CHRYSLER JEEP DODGE RAMSANFORD, FL
FLEMINGTON DODGE-CHRY-JEEPFLEMINGTON, NJ
FOSS MOTORS INCEXETER, NH
FOSTER MOTORS INCMIDDLEBURY, VT
FOX CHRYSLER DODGE JEEP INCAUBURN, NY
FRANKLIN SUSSEX AUTO MALL INCSUSSEX, NJ
FRED MARTIN SUPERSTORENORTON, OH
FREEHOLD DODGE INCFREEHOLD, NJ
GANLEY VILLAGE CHRYSLER DODGE JEEP RAMPAINESVILLE, OH
GENESEE VALLEY CHRYSLER DODGE JEEPAVON, NY
GLENDALE CHRYSLER JEEP DODGE RAMGLENDALE, MO
GOLLING CHRYSLER DODGE JEEP RAM, INC.BLOOMFIELD HILLS, MI
GROGAN'S TOWNE CHRYSLER JEEP DODGE RAMTOLEDO, OH
GWINNETT CHRYSLER DODGE JEEP RAMSTONE MOUNTAIN, GA
HARPER ALFA ROMEO AND FIATKNOXVILLE, TN
HENDRICKSON CHRY DODGE JEEP INCMONTICELLO, IN
HERITAGE CHRYSLER DODGE JEEP RAM OWINGS MILLSOWINGS MILLS, MD
HONDRU CHRYSLER DODGE JEEP RAMELIZABETHTOWN, PA
HUDSON CHRYSLER LLCHUDSON, WI
JACK WOLF CHRYSLER JEEP DODGE INC.BELVIDERE, IL
JIM RIEHL'S FRIENDLY CHRYSLERLAPEER, MI
JOHN HIRSCH'S CAMBRIDGE MOTORS LLCCAMBRIDGE, MN
JOHNSONS OF KINGFISHERKINGFISHER, OK
KEENE CHRYSLER DODGE JEEPKEENE, NH
KEENE DODGE CHRYSLER JEEP RAMJARRETTSVILLE, MD
KELLY JEEP CHRY PLYLYNNFIELD, MA
KRYSTAL CHRYSLER DODGE JEEP RAMWARRENSBURG, NY
LANDERS ALFA ROMEO FIATSHREVEPORT, LA
LANDERS DODGE CHRYSLER JEEP RAMBOSSIER CITY, LA
LARRY H. MILLER CHRYSLER JEEP AVONDALEAVONDALE, AZ
LARRY H. MILLER CHRYSLER JEEP TUCSONTUCSON, AZ
LARRY H. MILLER DODGE RAM AVONDALEAVONDALE, AZ
LEE'S SUMMIT CHRYSLER JEEP DODGELEES SUMMIT, MO
LINCOLN CHRYSLER DODGE & JEEPLINCOLN, IL
LITHIA CHRYSLER JEEP OF RENORENO, NV
MAC HAIK DODGE CHRYSLER JEEPGEORGETOWN, TX
MAC HAIK DODGE CHRYSLER JEEPTEMPLE, TX
MARK'S CASA CHRYSLER JEEPALBUQUERQUE, NM
MARTINS GARAGE INCUNION GROVE, WI
MATHEWS DODGE CHRYSLER JEEP INCMARION, OH
MCLARTY DANIEL CHRYSLER DODGE JEEP RAMBENTONVILLE, AR
MELLOY DODGEALBUQUERQUE, NM
NEUWIRTH MOTORS INCWILMINGTON, NC
NIELSEN DODGE CHRYSLER JEEP RAMEAST HANOVER, NJ
NIKLES OF PETERSBURG, INC.PETERSBURG, IL
NORTH POINT CHRYSLER DODGE JEEP RAM FIATWINSTON-SALEM, NC
NYLE MAXWELL CHRYSLER DODGE JEEP OF TAYLORTAYLOR, TX
ORANGE COAST ALFA ROMEO AND FIATCOSTA MESA, CA
ORANGE COAST CHRYSLER JEEP DODGECOSTA MESA, CA
OURISMAN CHRYSLER DODGE JEEP RAMCLARKSVILLE, MD
OUTTEN CHRYSLER DODGE JEEP RAMHAMBURG, PA
OVIEDO CHRYSLER JEEP DODGELA GRANGE, TX
PALMEN DODGE CHRYSLER JEEPRACINE, WI
PARK CHRYSLER JEEPBURNSVILLE, MN
PELLEGRINO CHRYSLER JEEPWOODBURY HEIGHTS, NJ
POMOCO CHRYSLER JEEP DODGENEWPORT NEWS, VA
PRESCOTT BROTHERS INCMENDOTA, IL
ROANOKE MOTOR CO INCROANOKE, IL
ROCHESTER HILLS CHRYSLER JEEP DODGEROCHESTER HILLS, MI
RON CARTER CHRYSLER JEEP DODGE OF LEAGUE CITYLEAGUE CITY, TX
ROTOLO'S DODGE-CHRY-JEEPCHARLEROI, PA
SANTA MARIA CHRYSLER JEEP DODGE RAMSANTA MARIA, CA
SAWYER MOTORSSAUGERTIES, NY
SCHAEFER & BIERLEIN INCFRANKENMUTH, MI
SHEBOYGAN CHRYSLER CENTER INCSHEBOYGAN, WI
SHOTTENKIRK CHRYSLER JEEP DODGEMT PLEASANT, IA
SOUTH MIAMI ALFA ROMEO FIATMIAMI, FL
STARR MOTORS INCORPORATEDSUFFOLK, VA
STEW HANSEN DODGE CITY JEEPURBANDALE, IA
SUMMIT CHRYSLER DODGE JEEP RAMFOND DU LAC, WI
SUMMIT CHRYSLER DODGE JEEP RAMONEIDA, NY
SUMMIT DODGESYRACUSE, NY
TOM EDWARDS INCBARTOW, FL
TOWBIN FIAT ALFA ROMEOLAS VEGAS, NV
TOWNE CHRYSLER DODGE JEEP, INC.HAMBURG, NY
TRI-CITY CHRYSLER DODGE JEEP RAMSOMERSWORTH, NH
UPSTATE CHRYSLER DODGE JEEP RAMATTICA, NY
VICTORY CHRYSLER DODGE JEEP RAMDELMONT, PA
VICTORY CHRYSLER DODGE JEEP RAMROME, NY
WARNER ROBINS CHRYSLER JEEP DODGEWARNER ROBINS, GA
WICKSTROM CHRYSLER JEEP DODGEBARRINGTON, IL
WILSON CHRYSLER JEEP INCCLINTON, IL
WINFIELD MOTOR COMPANYWINFIELD, KS
YARK CHRYSLER-JEEP-DODGETOLEDO, OH
YOUNG'S MOTORS INCMILTON, NY

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