Richard Owen

About Richard

  • President and CEO of Satmetrix Systems, Owen is responsible for all aspects of strategy and day-to-day operations. Prior to Satmetrix, Owen was Chairman and CEO of NASDAQ-traded AvantGo, Inc., the leading provider of Enterprise Mobility Solutions to Fortune 1000 companies. AvantGo was successfully sold to Sybase, Inc. Prior to Avantgo, Owen spent eight years at Dell Computer Corporation in various executive positions, most recently as vice president of Dell Online Worldwide.

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Comments

Mark Gregory - The Customer's Shoes

Richard I agree with your comments and as a provider of customer experience/satisfaction services to car manufacturers and dealer networks in the UK your observations also lead to our frustrations with this sector. The point I'd make is just how insincere most manufacturers are with their customer programmes. Ultimately they want to 'shift the metal' and that's their key concern. The brand custodians within their head quarters may think they have the ultimate power but the reality is it's the bonuses dealers gain on hitting sales targets that drives the behaviour that their customers will experience.

Even when the CSI programmes offer valuable bonuses they are rarely in place long enough before the manufacturer changes the scheme, so dealers can't see the longer term benefits of their actions around the scheme. The measurement criteria are often too transactional and the dealers 'manipulate' the process to ensure they get scores that gain bonuses rather than changing behaviour to ways that leads to long term loyalty.

NPS is a great metric and we fully support it, but my concern is that even if it were in place it will always be seen as less important than hitting the sales targets set by the manufacturer, and until there is some serious dialogue between the manufacturing and retail arms of the brand, manufacturing will always win because after all that's what they are...manufacturers. Or in the case of the Big Three, that's what they were!

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