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General Motors says it is tossing the results of some recent customer satisfaction surveys because dealers tampered with the responses. That decision could cost offending dealerships big factory bonuses.
GM surveys customers who buy new vehicles or submit factory warranty claims about their satisfaction with the dealership's performance. Dealerships that get high scores on those surveys and meet sales targets are eligible for quarterly cash incentives that can reach six figures.
The satisfaction surveys are sent to customers' homes to discourage dealer influence. Customers respond by mail or online.
But an unsigned bulletin that GM sent dealers Aug. 14 says "certain online responses are being received from some dealerships." GM says it is making "appropriate adjustments" to third-quarter survey scores "to reflect interference."
GM spokeswoman Susan Garontakos told Automotive News the interference "was not widespread." She would not say how many dealerships or surveys are involved.
Some GM dealers say survey tampering occurs because of the high stakes. Under GM's Standards for...