Sure, contacting customers can help with the scores and make the boat buyers feel a little better about their purchase or service work. But the purpose of the process is found in the improvement opportunities follow-up affords you. Take South Austin Marine (Ranked 98 in 2006), for example. This dealer, which has its own internal CSI program, monitors its CSI very closely through its follow-up system. After scheduled follow-up, “every customer that is not completely satisfied is recorded and turned over to either the sales or service manager” for action. Don’t just follow up to run your name in front of the customer. Contact them with sincerity and genuine interest in mind, and your results will be much greater.