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A Better Way: Five Star Dealers Redefine Automotive Retailing At Chrysler Corporation

12 June 1998

A Better Way: Five Star Dealers Redefine Automotive Retailing At Chrysler Corporation

    AUBURN HILLS, Mich., June 12 -- Beginning in 1998, Chrysler
Corporation and its franchised dealers -- Chrysler, Plymouth, Dodge,
Dodge Truck, and Jeep(R) -- took a giant leap into the future by redefining
the way cars are sold and serviced.  The new "Five Star" performance
processes, quite possibly the most comprehensive in the industry, are designed
to make dealerships displaying the Five Star logo the most desirable places to
shop for a new car.
    Even though Chrysler has had certified Five Star dealers for twenty years,
last year the entire dealer body was told that they would all have to
recertify by meeting the tougher standards.
    "Make no mistake," said A.C. (Bud) Liebler, Vice President - Marketing,
"this is nothing less than the refranchising of our entire dealer body.  We've
told our dealers that the ways of doing business in the past are no longer
effective or acceptable.  From now on, when a customer sees the Five Star
logo, they know they will receive only the highest levels of service, from the
very moment they step into the showroom."
    Prior to this year, Five Star certification was a reward to dealers who
received high marks in customer satisfaction surveys.  And while customer
satisfaction was the target, Chrysler found that many dealers were focusing
primarily on the survey, rather than improving the process.
    "How revolutionary is Five Star?  Obviously our very best dealers have
always set very tough standards for themselves," said Liebler.  "The new Five
Star program is a way to get our entire dealer body to aim high."
    The new Five Star program requires dealers to meet a set of annual core
performance objectives as well as process improvement requirements that are
reviewed continuously.
    The Annual Core Requirements consist of achieving high scores on customer
satisfaction (CSI), sales satisfaction (SSI) and fix-it-right (FIR) indexes as
well as annual training for dealership management and staff.  In addition,
core facility requirements must be met annually, such as well-lighted,
convenient parking, well-maintained vehicle display areas, proper signage and
a clean interior and exterior.
    Continuous Process Requirements consist of continuous improvement in the
areas of sales and service follow-up, vehicle preparation and delivery,
repair quality and parts inventory management.
    A key aspect of the Five Star process is 100% customer follow-up in sales
and service and the goal of 100% customer satisfaction and problem resolution.
    "It used to be once a Five Star dealer, always a 'Five Star dealer,'" said
Liebler.  "No longer.  Our dealers have to continually improve to maintain
their Five Star status.  Today, maintaining the status quo means that the
world will pass you by.  The bottom line is this.  When people visit a
Chrysler, Plymouth, Dodge or Jeep Five Star dealer, they will notice a
difference and come away satisfied.  The new Five Star dealer is process
driven, with the methods, materials and mindset to attract and keep customers
for the long term.  The Five Star sign is the assurance that customers will
have a sales and service experience that exceeds their expectations."