Key Takeaways
- CSI calls catch problems while you can still fix them, before the survey arrives.
- The post-sale call is the best moment to set up the customer’s first service visit.
- Customers whose problems are fixed quickly often become more loyal than customers who never had a problem.
- Ask every satisfied customer for referrals and reviews, and ask every customer, not only the happy ones.
- Track CSI follow-up outcomes: issues resolved, service appointments set and referrals generated.
Is CSI Follow-Up Only About the Survey Score?
Most dealerships think of CSI calls as defense. The manufacturer survey is coming, the score affects the store, so someone calls the customer first to make sure nothing went wrong.
That matters. We covered it in depth in how CSI follow-up calls protect your dealer score. But if score protection is all the call does, you’re leaving most of its value on the table.
The CSI call is often the first conversation after the handshake. It sets the tone for whether that customer services with you, refers their friends and buys their next vehicle from you or from someone else.
What Happens When a Customer Has a Problem and You Fix It?
Every store has deals with loose ends: a missing second key, a "we owe" item, a feature nobody explained, a scratch that wasn’t noticed at delivery. Left alone, those small things turn into a bad survey and a customer who quietly goes elsewhere.
Caught early, they become something else. In my experience, a customer who had a problem that was solved quickly and personally often ends up more loyal than a customer who never had a problem at all. They’ve seen how the store behaves when something goes wrong.
“A problem you find on a follow-up call is an opportunity. A problem the customer finds on the survey is a lost customer.”
When Should CSI Follow-Up Calls Happen?
- After the sale: within the first few days of delivery, while the experience is fresh and before any survey reaches the customer.
- After service: shortly after the repair order closes, to confirm the work was done right and the customer was treated well.
- After a resolved issue: a second call to make sure the fix actually fixed it.
Speed matters for the same reason it matters with unsold showroom follow-up: the sooner you call, the more you can still do about what you hear.
How Does a Post-Sale Call Build Service Retention?
Service retention starts on day one, not at the first oil change reminder. A good post-sale call:
- Confirms the customer is happy with the vehicle and the delivery.
- Answers any questions about features, maintenance or warranty coverage.
- Introduces the service department by name and explains how to schedule.
- Offers to book the first maintenance visit while the customer is on the phone.
That first service visit matters. Every visit to your service lane is another chance to keep the relationship going, and eventually another chance for a Service to Sales conversation when the customer is ready to upgrade.
Can CSI Calls Generate Referrals and Reviews?
Yes, as long as you ask the right way. A customer who has just told you they love their new vehicle is the best referral source you’ll ever have. Ask:
- "Do you know anyone else who might be looking for a vehicle in the next few months?"
- "Would you be willing to share your experience in an online review?"
One important rule: ask every customer for feedback the same way. Don’t screen out unhappy customers before inviting reviews. Most review platforms prohibit that practice, and it undermines the honesty of the whole process. Fix the problems you find, and let your service speak for itself.
What Should a CSI Follow-Up Program Track?
| Metric | Why It Matters |
|---|---|
| Customers contacted | Shows whether every sale and service visit is actually being followed up. |
| Issues identified | Problems found before the survey, by department and type. |
| Issues resolved | Proves the program fixes problems, not just logs them. |
| First service appointments set | Connects the post-sale call to service retention. |
| Referrals generated | Connects satisfied customers to new sales opportunities. |
| Survey score trend | The outcome the manufacturer measures. |
When the report shows only "calls made," you don’t know whether the program is working. When it shows problems solved, appointments set and referrals generated, you can see exactly what it’s worth. The same principle applies to every program we run, as covered in how to measure Service-to-Sales ROI.
Why Do CSI Calls Get Skipped?
Because they’re important but never urgent. On a busy Saturday, nobody is going to stop desking deals to make courtesy calls. On a slow Tuesday, someone might, if they remember. That inconsistency is exactly what shows up in the survey results.
That’s why many dealerships hand CSI follow-up to a dedicated team that calls every customer, every day, and reports back on what they found. The calls don’t compete with selling cars, because selling cars isn’t that team’s job.
Protect the score, yes. But use the call to earn the next service visit, the next referral and the next sale.
Frequently Asked Questions
What is a CSI follow-up call?
A CSI (customer satisfaction index) follow-up call is a courtesy call a dealership makes to customers after a vehicle sale or service visit to confirm they were satisfied and to resolve any problems before the manufacturer’s satisfaction survey reaches them.
How do CSI follow-up calls increase repeat business?
They catch and fix problems early, introduce the customer to the service department, book the first maintenance visit and keep the relationship active. Customers who stay in the dealership’s service lane are more likely to buy their next vehicle from the same store.
When should a dealership make a post-sale follow-up call?
Within the first few days after delivery, while the experience is fresh and before any manufacturer survey arrives. Post-service calls should follow shortly after the repair order closes.
Should dealerships ask for online reviews during CSI calls?
Dealerships can invite customers to share their experience, but they should ask every customer the same way. Screening out unhappy customers before inviting reviews is prohibited by most review platforms.
What should a CSI follow-up program measure?
Customers contacted, issues identified, issues resolved, first service appointments set, referrals generated and the trend in survey scores. Call counts alone do not show whether the program is working.
Should CSI follow-up be outsourced?
Many dealerships outsource it because CSI calls are important but rarely urgent, so internal staff skip them when the store is busy. A dedicated team makes the calls every day and reports what it finds.
Barry Farber is the founder of BF Promotions, an outsourced automotive BDC and appointment-setting company for franchise dealerships. He spent 8 years on the dealership floor in sales, finance and management and has run BF Promotions programs for 47+ franchise dealers nationwide. More about Barry →
Turn Every Sale Into the Start of the Next One
BF Promotions makes post-sale and post-service CSI follow-up calls for franchise dealerships, catches issues before the survey arrives and keeps customers connected to your service lane. Barry Farber has run CSI Follow-Up, Service to Sales, Appointment Setting and Unsold Showroom Traffic programs for 47+ franchise dealers nationwide.
Schedule a Free Consultation →Or call Barry directly: 914-447-7405