Fill out the survey . . . . . I dare you!

There are very few industries that allow dealers to evaluate and report on the manufacturers they buy products from. We are very fortunate in the RV industry to have a professional association that does just this for their dealer members. Time is running out for RV dealers to complete the 18th Annual Dealer Satisfaction Index Survey that is due by July 1st – less than a week away. If you are an RV dealer and have still not filled out the survey . . . . . read on!

Hey, the survey has been out there since April; what are you waiting for?

I am always confused at the lack of participation in this survey by many RV dealers. These are the same dealers that will have private conversations about quality issues, customer service complaints, lack of parts availability or what they perceive to be unfair warranty expense reimbursements. Talking in private to your competitor down the street does nothing to help move the industry forward to correct some of the challenges we face.

It is very rare that dealers in other industries have the opportunity that RVDA provides them with this survey and award program. The survey is also taken very seriously by many quality manufacturers who use this information for continuous improvement in the areas of our business that are evaluated and they can also use it in their marketing and advertising programs to promote the dealer recognition of their products each year.

It is no accident that many of our best manufacturers are front-runners in this survey each year.

This year the awards presentation will be moved from Louisville to Las Vegas and award recipients will be featured at a special dinner during the RVDA Convention at the Rio Hotel. This move is also further testimony to the importance of the survey to the dealers who are the manufacturer’s customer, and who in turn market RVs to the consumers and help build this industry and promote the RV lifestyle.

So here’s my dilemma - and it is shared by many quality manufacturers that don’t receive the recognition they deserve because they did not have enough dealers submitting surveys for their particular brand of RV. There is a minimum amount of surveys needed to qualify for these awards and it must be very frustrating for many manufacturers to know they build a good product and support the dealers in the area being evaluated, and yet they do not get the recognition they deserve. In this situation, Honorable Mention is nice – and I’m sure it is appreciated – but a few more surveys from a few more dealers and the manufacturer would be up on the stage with the competitors receiving the recognition they deserve.

Why wouldn’t every dealer fill out this survey?

If a manufacturer is doing well, then you should reward them. If a manufacturer is not doing well in the areas being surveyed, then you should also speak up. Consumers know about the DSI Awards program because the great companies make sure they know about it. If you are dealing with a great company and not rewarding them by completing the survey, then shame on you.

This survey, now in its 18th year, has stood the test of time. It is here to stay and it is important to manufacturers, dealers, and consumers. When are you going to get engaged in the process?

This self-evaluation of our industry provides a roadmap of the things that are critical to the survival of our industry in challenging times. If we can’t do the things being evaluated here, then consumers will reject our products and move on to another form of recreation or vacatio