A prominent nationwide chain of automotive repair centers contacted Direct Opinions to conduct customer satisfaction surveys. The client’s repair centers stock thousands of auto parts for various makes, models, and years of customer vehicles. In an effort to monitor and improve satisfaction with key services within their organization and as a means of evaluating and maintaining product quality standards on an ongoing basis, the client has set a standard “minimum” threshold or satisfaction goal for specific services and related products.

Project Overview

In order to gauge customer satisfaction, Direct Opinions conducted phone surveys after installation and repair with a representative group of customers who purchased specific products. Dissatisfied customers were asked follow-up questions to identify potential issues. Managers then followed-up with unsatisfied customers and steps were taken to resolve the problem.


In some cases, certain aspects of the transaction caused dissatisfaction, prompting the client’s management team to look closely at corporate practices and procedures. In other instances, customers felt they were treated fairly and equitably, but poor quality replacement parts were the source of the problem. This data was collected and shared with the vendors responsible for manufacture of the poorly performing products.

Although this project initially started as a means to evaluate customer satisfaction with specific brands, it evolved into an ongoing project that sought to monitor specific company performance standards. The client used telephone based survey data to establish a performance/satisfaction metric and then measure customer satisfaction against this index over time. The ongoing nature of the customer satisfaction surveys also drove development of an online reporting tool created for the client. This new online reporting tool was branded with the client’s corporate colors/logo, and offered a number of benefits, including the ability to review individual survey responses on-demand, a dashboard view that allows management to assess satisfaction metrics with monthly and quarterly scoring comparisons, reports that can be filtered by product or brand type, and concern alert resolution tracking for customers that expressed issues.