Press

For a new dealer evaluation and incentive program, Ducati used Pied Piper Management Company’s “prospect satisfaction index” rather than customary customer satisfaction scoring. Ducati CEO Michael Lock said Ducati opted against using the more common measuring stick—customer satisfaction surveys—because “it’s creating the wrong type of relationship between the dealer and the customer.” Lock said such surveys put pressure on dealer staff to convince consumers to give them high scores on such surveys. With the prospect satisfaction index, which uses an independent third party to shop dealerships, the evaluation of the dealership’s retail practices are kept between the dealer and the OEM, and does not involve the customer, something Lock sees as key.