Pitfalls of CRM – the Case of Honda (Cars)

This weekend I found myself at the thin – receiving – end of a CRM customer satisfaction programme for Honda Motor Co. Now, that was not exactly surprising since I acquired a new ‘Honda Civic 1.8 Sport I-Shift’ some two months ago. On such an occasion, however, as a BI consultant I cannot help taking a professional stance and consider whether the questionnaire adequately measures what [I think] it should be designed to measure.

First, let me sketch the situation. My wife’s car suddenly quit in mid-May, and then she wanted to take over my VW Golf Tiptronic 6-12 months before planned and anticipated. For that to be possible, I would need to find another car at short notice. Now, being led by events and acting reactively rather than proactively, I did not want to commit myself for a very long time to some new car, I could not be sure would be just right for me. We like to buy new, or virtually new, cars and keep them for 10+ years, plus I enjoy a youngtimer 1995 Mercedes E220 (W124C) cabrio for sunshine driving. As it happened, the problem solved itself as quickly as it had appeared. I really, really like the design of the current Honda Civic, and just at the time Honda Denmark advertised a batch of leftover 2008 Hondas available for two-year leasing [hire-purchase] at very reasonable cost, manual and I-Shift automatics even being offered at the same price. In an MC accident in 1994, I lost almost half my left leg and now cannot operate a normal [in Europe] clutch for a stick shift. To lease a Civic I-Shift was a solution which was at the same time cautious and affordable and experimental and fashionable, considering how I-Shift can [optionally] be operated by hand from the steering wheel, and how car leasing is being discussed in [Danish] media as both modern and – in the right circumstances – economical. Furthermore, it is so fortunate and practical that although Honda dealerships are quite sparse, one small Honda dealer is situated just a little over 1 km from where we live. All in all, I had to go elsewhere to locate and try out a Civic I-Shift, but having done that, the acquisition of the car was really a formality associated with only minimal contact with the actual local dealer.

Now for the subject matter: How did I experience Honda’s CRM questionnaire?
On one hand, the questionnaire was brief, just 4 pages not very densely printed. It could easily be completed within 5 minutes. Credits to Honda for that! Working professionally with CRM and statistics, I also tend to oblige and answer more questionnaires than an average citizen, I think. Still, it is far from rare for me to decline, or simply break off, not being polite at any cost. I do that whenever I feel some company is transgressing either what is their reasonable interest in the subject matter, or my patience. And by experience, what is more often the critical point is clearly my patience rather than my privacy!
On the other hand, questionnaire focus was obviously the dealership rather than the car. The local Honda dealer being small and anything but sophisticated, there were few points I could reasonably award it. Now I feel just a little bad and sad about the whole thing. Perhaps my situation is a little special, but the questionnaire did nothing to disclose that. I required little, expected little, and got little from the dealer in connection with the deal.
But what I needed, I got, including a local point-of-service in the time to come. And location and distance was not even the subject of a CRM question, I had to make a separate note of it! – I just hope, Honda’s questionnaire is not “designed with a purpose” to provide a rationale for consolidating dealerships into a select few distant “temples of motoring” the way certain other makes have already done.

And the Civic is great, by the way. It is no Super car, of course, but a superb value for money proposition with a highly distinctive design plus some interesting features. I just hope, probably in vain, that when another Civic is released in a couple of years, it will not be a totally different design but retain a certain familiarity with its predecessor, as is usual by European car manufacturers.