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💬 Customer Feedback

Your customers have opinions. Most of them never tell you. Some of them tell Google.

Spokk gives you a private feedback channel that reaches 100% of your customers after every sale and every service visit. Catch problems before they go public. Recognize what is working before you accidentally change it. And turn great experiences into Google reviews without asking people to write from scratch.

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Only 4%

of unhappy customers complain directly to the business. Everyone else just leaves.

source
96%

of unhappy customers stop doing business with you without ever telling you why

source
47%

of customers are most likely to give feedback within 24 hours of their visit

source
1 in 10

dissatisfied customers will tell 10 or more people about their bad experience

source

The silent customer is your biggest problem. And you probably do not know they exist.

Here is what happens most of the time when a customer has a frustrating experience at your dealership. They do not say anything. They do not fill out the CSI survey. They do not call to complain. They just... stop coming back. And sometimes they tell a few friends why.

Wait, let me put that in numbers. 96% of unhappy customers never complain directly to the business. You lose them without ever knowing there was a problem. And your CSI program is only catching a fraction of those customers anyway because the surveys are sampled, delayed, and generic.

The fix is not a better survey. It is a faster one. A feedback request sent 2 hours after the visit reaches the customer while the experience is still vivid. The question is simple and takes under 90 seconds to answer on a phone. And the private channel means that if something went wrong, you hear about it first, not Google.

And here is the thing about the customers who had a great experience: they also benefit. An AI-drafted review ready to post in one tap is the difference between two reviews a month and twenty. Happy customers want to leave reviews. They just do not want to write from scratch. Spokk removes that friction entirely.

Sales feedback and service feedback are completely different conversations.

Spokk lets you configure separate forms for each department, each with the right questions for that context.

🤝

Post-Sale Feedback

After vehicle delivery

The buying process is emotional and high-stakes. Post-sale feedback needs to capture whether the customer felt respected, informed, and treated fairly across every touchpoint of a potentially multi-hour process.

Overall buying experience rating
Sales consultant rating (by name)
Pressure level felt during negotiation
Clarity of pricing and terms
F&I department experience
Vehicle delivery handover quality
Did they feel the process was transparent?
Open-ended: anything else to share?
🔧

Post-Service Feedback

After repair or maintenance

Service visits are more frequent but also more friction-prone. Customers care deeply about communication, wait times, and whether they felt the pricing was fair. These are the questions that drive service retention.

Overall service experience rating
Service advisor rating (by name)
Ease of scheduling the appointment
Did wait time match the estimate?
Quality of advisor communication
Clarity of work performed and costs
Pickup experience
Open-ended: anything else to share?

The private channel: catch problems before they become public.

Here is the part that matters most for your reputation management. Not every customer experience is going to be perfect. What matters is what happens next. Spokk gives unhappy customers a direct channel to you instead of Google.

📋

All customers submit feedback via the same SMS link

Spokk collects feedback from 100% of customers who go through the automation. Happy or not, everyone gets the same feedback request. No cherry-picking.

📊

Rating check happens after submission

Once a customer submits, Spokk compares their rating against your configured threshold. This all happens after the feedback is submitted, not before.

⭐

Positive ratings unlock the Google review path

Customers who rated positively are additionally offered an easy way to share on Google. They see an AI-drafted review based on their own feedback. They choose whether to post it. Spokk never posts anything on their behalf.

🛡️

Low ratings go to your service-recovery dashboard

Customers who rated below your threshold have their feedback land in your dashboard as a private service-recovery note. Your team can see exactly what happened and reach out to address it before it goes public.

🚫

Spokk never blocks independent Google reviews

Any customer can still go to Google directly and leave a review at any time, regardless of what Spokk does. The private feedback channel is for service recovery, not review suppression. This distinction matters for compliance with Google's review policies.

A real dealership scenario

A customer brings their car in for an oil change. The advisor quotes 45 minutes. Two hours later, the car is still in the bay because a tech called in sick. Nobody updated the customer. They sit in the waiting room getting increasingly frustrated. After pickup, they get the Spokk feedback request. They give a 2-star rating and leave a comment about the wait time and lack of communication. That feedback lands in your service-recovery dashboard immediately. Your service manager can call them, apologize, offer a complimentary next service, and resolve the situation. Without this channel, that customer writes a 1-star Google review and does not return.

Three ways to collect feedback. Pick the one that fits your customer.

Not every customer wants to interact with a form the same way. Spokk supports three different feedback modes. You can run different modes for different flows, or A/B test them to see which gets higher completion rates for your specific customer base.

📝Classic formBest for most service customers

Traditional form with star ratings per dimension, multiple-choice questions, service selection, staff selection, and an open-text comment field. Familiar format, takes 60-90 seconds. This is what most dealerships start with and most customers are comfortable with.

Works well for service drive customers who want to give structured feedback quickly.

💬Chat formBest for post-sale buyers

Conversational interface that presents one question at a time, like a text message exchange. Feels less like a form and more like talking to someone. Gets higher completion rates for customers who have more complex things to say, which is often the case after a multi-hour car purchase.

Particularly effective for capturing nuanced feedback about the buying process, where customers often have more to say than a star rating can capture.

🎙️Voice formBest for customers who prefer talking

Customer speaks their feedback aloud directly in the phone browser. No typing required. Spokk transcribes the audio automatically. Great for older customers who are not comfortable typing on a phone, or any customer who has a lot to say and would rather talk than type.

The voice transcription is used as the raw material for the AI Google review generator, so customers who leave voice feedback can still get an AI-drafted review based on what they said.

Feedback data that tells you something useful. Not just an overall score.

Aggregate scores are fine for a monthly meeting. But the decisions that actually improve your dealership come from individual-level data: which advisor is slipping, which salesperson is consistently getting called out for something specific, which service consistently underperforms on time estimates.

👤

Per-staff breakdown

Every salesperson and service advisor has their own rating profile. Average score, trend over time, rating distribution, and all verbatim comments tied to them specifically. No more guessing who the problem is.

📈

Trend analysis over time

See whether your scores are improving or declining week over week. Spot seasonal patterns. Identify whether a process change improved your rating or made it worse.

🏢

Multi-location comparison

If you operate multiple rooftops, compare performance across locations. Which store's service department is consistently higher-rated? What are they doing differently?

💬

Verbatim comment search

Search comments by staff member, date range, service type, or keyword. Find every time a customer mentioned a specific advisor, a specific issue, or a specific vehicle. Real quotes for real coaching conversations.

📤

Data export for reporting

Export your feedback data for management meetings, OEM documentation, or cross-referencing with your DMS. Timestamps, ratings, staff attribution, and comments all included.

⚡

Real-time dashboard

Feedback appears in your dashboard as soon as a customer submits. No waiting for a monthly report. If something went wrong today, you can respond today.

How this compares to your OEM CSI program

OEM CSI surveys are sampled (not every customer gets one), delayed (often arrive weeks after the visit), and generic (one survey for every dealer in the country). Spokk covers 100% of customers, sends within 2 hours, and you control the questions. Many dealerships run both: Spokk for real-time operational feedback, CSI for manufacturer compliance. They serve different purposes and complement each other well.

Frequently asked questions about customer feedback software for car dealerships

How does Spokk collect customer feedback at a car dealership?+
Spokk sends an automated SMS to every customer 2 hours after their visit, with a link to a mobile-optimized feedback form. The form is quick to complete on a phone and works entirely in the browser with no app download required. Customers can rate their overall experience, rate specific dimensions (buying process, salesperson, service advisor, wait time, etc.), select their service or vehicle type, and leave an open-ended comment. The whole thing typically takes 60-90 seconds.
Can we have separate feedback forms for the sales department and the service department?+
Yes. You can configure different feedback forms in Spokk for different touchpoints. Your post-sale form might ask about the negotiation experience, F&I process, and vehicle delivery handover. Your post-service form might ask about scheduling ease, advisor communication, wait time accuracy, and value perception. Each form is linked to the relevant automation flow, so sales customers get the sales form and service customers get the service form.
What is the private feedback channel and how does it work?+
After a customer submits feedback, Spokk checks their rating against a threshold you configure. If they rated positively, they are additionally offered an easy path to share on Google, with an AI-drafted review ready to post. If their rating is below the threshold, their feedback lands in your dashboard as a private service-recovery note. Your team can see it, reach out to the customer, and resolve the issue before it becomes a public review. Spokk never blocks any customer from independently going to Google and leaving a review. The private channel is a service-recovery tool, not a review suppression mechanism.
How does this compare to OEM CSI surveys?+
OEM CSI surveys are sampled (only a fraction of customers receive them), delayed (often sent weeks after the visit), and generic (not tailored to your specific questions). Spokk reaches 100% of customers within 2 hours of their visit, when the experience is fresh. You can customize every question. And you get individual-level data per salesperson and advisor, not just a store-level aggregate. Many dealerships use Spokk alongside their OEM CSI program: Spokk for real-time operational insight, CSI for manufacturer reporting.
What happens to feedback from a customer who had a bad experience?+
Their feedback lands in your dashboard immediately as a service-recovery note. You can see their rating, their comments, and their contact details. Your team can reach out directly to address the issue. The customer can also contact you via the feedback form if they want to. Spokk does not block any customer from going to Google independently, but catching the issue privately first gives you a chance to resolve it before it escalates publicly.
How quickly do customers receive the feedback request?+
The default is 2 hours after check-in. You can adjust this timing in your automation settings. Research consistently shows that feedback collected within 24 hours of the experience is significantly more accurate and detailed than feedback collected days later. The 2-hour default hits customers while they're still in the mindset of the visit but not while they're still in the parking lot, which can feel rushed.
Can we rate individual salespeople and service advisors?+
Yes. The feedback form can include a staff selection question where customers choose the salesperson or service advisor they worked with. That staff member's name appears in every rating they receive. Your dashboard breaks down scores by individual, showing average rating, trend over time, and verbatim customer comments tied to each person.
What form types does Spokk support?+
Spokk supports three form types. Classic: traditional form with star ratings, multiple-choice questions, and an open-text field. Chat: conversational one-question-at-a-time interface that feels like a text exchange and typically gets higher completion rates. Voice: customer speaks their feedback aloud, Spokk transcribes it automatically. For dealerships, Classic works well for most service customers. Chat can work well for post-sale buyers who may have more nuanced things to say about the buying experience.
Can we export feedback data for OEM reporting?+
Feedback data can be exported from your Spokk dashboard. Many dealerships use this export to supplement their OEM CSI documentation, cross-reference satisfaction trends with sales data, or share staff performance reports in management meetings. The data includes timestamps, ratings per dimension, staff attribution, and verbatim comments.
How does feedback trigger the Google review process?+
When a customer submits feedback and their rating is at or above your configured threshold, they are shown an option to share their experience on Google. Spokk's AI uses their actual feedback (star ratings, comments, service type, staff mentioned) to draft a personalized Google review in their own voice. They read it, edit anything they want, copy it, and post it from their own Google account. Nothing is posted automatically. The AI is a writing assistant that eliminates the blank-page friction that stops most happy customers from ever leaving a review.
Can we see feedback trends over time?+
Yes. Your Spokk dashboard shows rating trends by week, month, and quarter. You can see whether your overall experience score is improving or declining, which staff members are trending up or down, and whether specific services (oil changes, tire rotations, collision repairs) get rated differently. This trend data is useful for spotting patterns before they become systemic problems.
What is the SMS open rate for the feedback request?+
SMS messages have consistently high open rates of around 98% compared to about 20% for email. The feedback request sent 2 hours after a visit captures customers while they are still on their phones and the experience is fresh. Response rates for SMS feedback requests are significantly higher than email surveys sent days later, which is why Spokk defaults to SMS-first communication.

More for car dealerships

Spokk for Car Dealerships

The full platform overview. Every feature for your dealership.

SMS Automation

The 4-step post-visit sequence: feedback, reminder, review, referral.

Google Reviews

AI-generated review drafts that turn feedback into 5-star posts.

Service Loyalty Program

QR check-in, visit milestones, and automatic SMS rewards.

Referral Program

Unique codes, dual rewards, and full tracking dashboard.

Staff Performance Tracking

Individual ratings for every salesperson and service advisor.

Video Testimonials

Collect and publish real customer testimonials without a film crew.

Starter

For solo operators & small teams

$49/month

Billed $588/year

250 customers / month

Unlimited SMS included

  • 250 customers / month
  • 1 manager + 1 staff member
  • Unlimited locations
  • Dedicated toll-free SMS number (US & Canada)
  • Full automation sequence
  • AI review response drafts
  • Loyalty & referral programs
  • Feedback forms & QR codes
  • HubSpot integration & API access
  • Buy additional customer top-ups

Growth

For growing businesses & teams

$82/month

Billed $984/year

500 customers / month

Unlimited SMS included

  • 500 customers / month
  • 2 managers + 2 staff members
  • Unlimited locations
  • Dedicated toll-free SMS number (US & Canada)
  • Full automation sequence
  • AI review response drafts
  • Loyalty & referral programs
  • Feedback forms & QR codes
  • HubSpot integration & API access
  • Buy additional customer top-ups

Pro

For high-volume businesses

$166/month

Billed $1992/year

1,500 customers / month

Unlimited SMS included

  • 1,500 customers / month
  • 3 managers + 5 staff members
  • Unlimited locations
  • Dedicated toll-free SMS number (US & Canada)
  • Full automation sequence
  • AI review response drafts
  • Loyalty & referral programs
  • Feedback forms & QR codes
  • HubSpot integration & API access
  • Buy additional customer top-ups

All plans include a 14-day free trial. No charge until your trial ends. Questions?