Dealership CSI Survey Response Tracking Sheet
Track every returned OEM CSI survey in one place, from score classification to recovery follow-up and action ownership. Use it to spot detractors fast, protect ranking periods, and close the loop with advisors or salespeople.
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Overview
The Dealership CSI Survey Response Tracking Sheet is built to log each returned OEM customer satisfaction survey at the response level and connect it to the person who owned the customer interaction. It captures survey identification, OEM program details, score classification, verbatim comments, root cause, and the recovery action plan so managers can see what happened, who owns the next step, and whether the issue was closed.
Use this template when your dealership needs a simple control sheet for service CSI, sales CSI, or both. It is especially useful during ranking periods, after a detractor response, or when you need a clean record for coaching and follow-up. The sheet helps you separate a one-off complaint from a repeat pattern, such as communication gaps, missed follow-through, or advisor effectiveness issues.
Do not use it as a replacement for the survey itself or for broad customer research. It is not meant to collect anonymous employee feedback, and it is not the right tool for long-form customer journey analysis. It works best when the dealership already receives OEM surveys and needs a disciplined way to assign ownership, document recovery, and review trends in team meetings. If a response does not require action, the sheet still records the score and comments so the dealership keeps a complete audit trail.
Standards & compliance context
- Use the template in a way that matches your OEM CSI program rules for score handling, contact timing, and reporting definitions.
- If customer contact is recorded, keep only the minimum necessary information and follow your dealership’s privacy and record-retention policies.
- Do not use the sheet to alter or reinterpret survey responses; it should document the returned score and comments exactly as received.
- If your dealership operates in multiple states or provinces, confirm that recovery outreach and stored notes align with local consumer privacy and telemarketing rules.
General regulatory context for orientation only — verify current requirements with counsel or the relevant agency before relying on this template for compliance.
What's inside this template
Survey Identification & Attribution
This section matters because it ties each survey back to the exact customer visit and the person responsible for the experience.
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Survey Return Date
Date the OEM survey was received or posted to the dealer portal (MM/DD/YYYY)
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OEM / Manufacturer Program
Which OEM satisfaction program does this survey belong to? (e.g., Ford CEM, GM SSI/CSI, Toyota GSS, Honda HSS, Stellantis, Hyundai, Kia, Subaru, BMW, Mercedes-Benz)
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Survey Type
Select the department this survey covers: Service (CSI) or Sales (SSI)
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Assigned Advisor or Salesperson
Full name of the service advisor or salesperson attributed to this survey response
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Repair Order or Deal Number
RO number (service) or deal/stock number (sales) linked to this customer visit
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Customer Visit Date
Date of the original service appointment or vehicle delivery (MM/DD/YYYY)
OEM Score & Satisfaction Ratings
This section matters because it captures the score pattern that determines whether the response is a promoter, passive, or detractor.
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Overall Satisfaction Score (OEM Scale)
Enter the customer's overall satisfaction rating as reported by the OEM. Rate 1 (Highly Dissatisfied) → 5 (Highly Satisfied). Scores of 1–3 are detractors and trigger a mandatory action plan.
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Likelihood to Recommend (eNPS Proxy)
Customer's likelihood to recommend this dealership. Rate 1 (Strongly Unlikely) → 5 (Strongly Likely). Scores ≤3 indicate a detractor or passive requiring follow-up.
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Advisor / Salesperson Effectiveness Rating
Customer's rating of the specific advisor or salesperson who handled their visit. Rate 1 (Poor) → 5 (Excellent).
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Facility & Environment Rating
Customer's rating of the dealership facility, cleanliness, and waiting area. Rate 1 (Poor) → 5 (Excellent).
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Communication & Follow-Through Rating
How well the advisor or salesperson communicated updates, timelines, and next steps. Rate 1 (Strongly Disagree) → 5 (Strongly Agree).
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Score Classification
Based on the Overall Satisfaction Score, classify this respondent: Promoter (5), Passive (4), Detractor (1–3). Detractor status locks the Action Plan section as required.
Verbatim Customer Comments
This section matters because the customer’s own words usually reveal the real engagement driver behind the score.
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Positive Verbatim Comments
Copy any positive verbatim text from the OEM survey exactly as submitted by the customer. Use for recognition and coaching.
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Negative or Concern Verbatim Comments
Copy any negative or concern-related verbatim text from the OEM survey. Required if Score Classification = Detractor.
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Root Cause Category
Categorize the primary driver of dissatisfaction (if detractor): Wait Time, Communication Failure, Repair Quality, Pricing Dispute, Facility Issue, Staff Attitude, Vehicle Delivery Issue, Other
Detractor Action Plan
This section matters because low scores only improve when someone owns recovery, due dates, and closure.
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Was the Customer Contacted for Recovery?
Indicate whether a manager or BDC representative has contacted the customer to acknowledge their experience. Required for all detractor scores.
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Recovery Contact Date
Date the recovery outreach was completed (MM/DD/YYYY). Complete if customer was contacted.
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Recovery Outcome Summary
Summarize the outcome of the recovery call or visit: Was the issue resolved? Did the customer agree to update their survey? What was offered or promised?
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Corrective Action Assigned to Advisor / Salesperson
Document the specific coaching, training, or process correction assigned to the advisor or salesperson as a result of this detractor score. Required if Overall Satisfaction Score ≤ 3.
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Action Plan Owner
Name of the manager (Service Manager, Sales Manager, or Dealer Principal) responsible for executing and verifying the corrective action plan.
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Action Plan Due Date
Target completion date for all corrective actions (MM/DD/YYYY). Recommended within 5 business days of survey receipt.
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Action Plan Status
Current status of the corrective action plan: Open, In Progress, Completed, Escalated to Dealer Principal
Internal Review & Trend Notes
This section matters because repeat detractors and ranking-period exposure are easier to manage when they are visible in one place.
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Is This Advisor's / Salesperson's Second Detractor This Month?
Flag if this is a repeat detractor pattern for the same employee within the current survey period. Repeat patterns require escalation per most OEM dealer agreements.
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Impact on OEM Ranking Period
Does this survey fall within the current OEM CSI measurement window that affects dealer incentive eligibility or certification? Yes / No / Unknown
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Reviewed in Team Meeting?
Was this survey response discussed in the weekly CSI / service or sales team meeting? Yes / No / Pending
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Manager Notes & Additional Context
Any additional context, mitigating factors, or follow-up notes the reviewing manager wants to document for this survey record.
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Anything Else to Document?
Open field for any other observations, customer commitments, or process improvement ideas surfaced by this survey response.
How to use this template
- Enter each returned survey in a new row and complete the identification fields first, including return date, OEM program, survey type, customer visit date, and the repair order or deal number.
- Attribute the response to the correct advisor or salesperson, then record the OEM score, likelihood to recommend, and the related satisfaction ratings using the same scale language the manufacturer uses.
- Classify the response as promoter, passive, or detractor, then copy the customer’s verbatim comments and assign a root cause category that matches your dealership’s coaching framework.
- If the score is a detractor or otherwise at risk, document whether the customer was contacted, summarize the recovery outcome, assign the corrective action owner, and set a due date.
- Review the sheet in weekly or monthly manager meetings, update action plan status, and add trend notes for repeat issues, ranking-period exposure, or second detractors in the same month.
- Close each row only after the action plan is resolved or documented as not applicable, and keep the final note field open for any additional context that affects coaching or OEM reporting.
Best practices
- Log the survey as soon as it returns so recovery contact happens while the customer experience is still fresh.
- Use the exact OEM score language in the sheet so managers do not have to translate between internal labels and manufacturer reporting.
- Treat any detractor or low rating as a follow-up item and attach a written action plan instead of leaving the row as a passive record.
- Capture verbatim comments before summarizing them so the dealership does not lose the customer’s actual wording or tone.
- Keep root cause categories consistent across advisors and salespeople so trend reviews show repeat issues instead of scattered one-off labels.
- Review second detractors in the same month separately because repeat low scores usually point to a coaching or process problem, not a single bad interaction.
- Record ranking-period impact when relevant so managers can prioritize responses that may affect OEM standing.
- Leave demographic or unrelated fields out of this sheet unless they are required by the OEM, since extra data slows response handling and adds noise.
What this template typically catches
Issues teams running this template most often surface in practice:
Common use cases
Frequently asked questions
What is this template used for?
This template tracks each returned OEM customer satisfaction index survey at the individual response level. It ties the survey back to the advisor or salesperson, captures score classification, and records whether a recovery action was assigned. It is designed to help dealership leaders respond quickly to detractors and monitor patterns that could affect OEM ranking periods.
Is this for service CSI, sales CSI, or both?
It can be used for both service and sales CSI responses because the structure includes advisor and salesperson attribution. The survey type field lets you separate service repair-order feedback from deal-based sales feedback. If your OEM uses different score language for each department, you can customize the rating labels while keeping the same tracking workflow.
How often should this sheet be updated?
Update it as soon as a survey response is returned, ideally the same day it is received. CSI work is time-sensitive because recovery contact and coaching are most useful while the customer experience is still fresh. If you review trends weekly, the sheet also supports team-meeting follow-up without waiting for month-end reporting.
Who should own the tracking and follow-up?
A fixed owner such as the service manager, sales manager, or CSI coordinator should maintain the sheet. That person should assign recovery tasks, track due dates, and confirm closure on each detractor. Individual advisors or salespeople should contribute context, but the tracking process works best when ownership is centralized.
How does this help with OEM ranking risk?
The sheet highlights detractor scores, second detractors in a month, and whether a response falls inside a ranking period. That makes it easier to prioritize the surveys that can affect manufacturer scoring or internal performance reviews. It also creates a documented trail of recovery efforts and corrective actions.
What are the most common mistakes when using a CSI tracking sheet?
The biggest mistake is logging the score without assigning a recovery action or due date. Another common issue is failing to capture verbatim comments and root cause, which makes coaching vague and repetitive. Teams also lose value when they review the sheet only at month-end instead of using it during the week.
Can this be customized for our OEM or dealership process?
Yes. You can rename the score fields to match your OEM survey language, add columns for store-specific escalation steps, or split the sheet by department. Many dealerships also add filters for manager, location, or campaign code so the sheet matches their internal reporting cadence.
Should this connect to other systems?
It works well alongside CRM, DMS, and task-management tools because the key fields are the repair order or deal number, owner, and due date. If your team already logs customer contact in another system, this sheet can serve as the CSI control record while the other system stores the communication history. The main goal is to avoid duplicate ownership and missed follow-up.
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