General Motors conducts routine surveys of customer satisfaction and traditionally this was sent monthly via a paper report or weekly through a website but the DealerPulse Mobile app sends up-to-date feedback from customers straight to dealers’ smartphones and tablets.

“The future of customer satisfaction research rests in mobile reporting,” said Ron Kleinfelter, director of business management at Maritz Research. “It’s critical to know what your customers are thinking, especially if they’ve had a less than perfect experience.”