Chrysler Group: You Don't Know the Dealers without a Scorecard

DaimlerChrysler AG's Chrysler Group is using a new online system called Dealer Scorecard that measures, tracks and evaluates North American Chrysler, Dodge and Jeep dealership operations.

Developed by Latitude Consulting Group of Saline, MI, the scorecard application is billed as first of its kind. Results provide both dealership management and corporate personnel with a “score” and a detailed performance analysis for each store.

It uses a web-based interface, integrated with Chrysler's existing dealer communications technology, DealerCONNECT.

The scorecard provides performance measurements along 37 different metrics spanning nearly every business activity, from sales and marketing to vehicle finance and repair. The metrics include First Fixed Visit, Service Satisfaction Index and Consumer Satisfaction Index.

Dealers access the performance metrics through a “drill-down” capability. It lets dealers identify areas needing improvement or attention.

The system also maintains historical reports for 36 months, allowing dealers to measure and track their performance across time. The scorecard can measure a total score and individual metric scores. It can use the total to rank a dealer, and compare that rank to other dealers in their group and national average.

“The Dealer Scorecard does more than simply provide a graded report,” says Mark Place, the project's lead developer. “It also provides meaningful detail and supporting data that helps dealers understand the reasons for a score, enabling dealers to make well-informed decisions that optimize their operations.”

Latitude used automated data feeds and other data warehousing techniques to try to keep information current, accurate and capable of being updated quickly.

Data management and reporting flexibility allows Chrysler Group corporate personnel to track a range of information and present it according to needs.

As dealers can use the scorecard system to improve their local operations, corporate personnel can use it to evaluate and improve the entire Chrysler Group dealer network, says Place.