Sample Customer Survey – Toyota

I have already told you about my experience with Toyota (the good part and the bad part). A few days ago I got a survey from Toyota in the mail. I could either fill out the paper version or go to a web site called Toyota Voice and answer the questions there.

I decided that I share the questions that Toyota asked with Service Untitled readers. Commentary will follow soon.

They asked these questions to verify that the survey was going to the correct person, that they had their records straight, etc. Toyota said the survey would take about 5 minutes.

  • <shows name and address> Is all of the information above correct? (Yes or No)
  • Is NAME the principal driver of the VEHICLE TYPE?
  • We do not have an e-mail address for you on file. Please provide your address:
  • Do you still own/lease this VEHICE VIN# NUMBER? (Yes, No, Never Owned/Leased)
  • Did you have your VEHICLE serviced at DEALERSHIP? (Yes or No)

Survey Questions:
This is the actual survey.

  • Why did you choose the dealership? Trust dealership personnel; Authorized Toyota dealership; Convenient hours; Referral/recommendation; Coupon/service reminder; Other
  • If you made an appointment, how would you rate the following?(If no appointment was made, skip to question 3) Excellent, Good, Average, Fair, Poor, N/A
    • Waiting time on the phone
    • Effort to understand needs
    • Availability of appointment times
    • Confirmation call
    • Comments on question
  • Please rate the following when you first arrived and had your service order written up:  (Five Point Scale – see above) 
    • Promptness of greeting you                         
    • Courtesy of service advisor                         
    • Effort to understand service needs                         
    • Recommendation of appropriate work                         
    • Explanation of work, cost & time required                         
    • Length of time to drop-off vehicle                         
    • Comments on question
  • In regard to the work done on your vehicle, please rate the performance of the following: (five point scale)
    • Completed all requested work                         
    • Quality of work performed                         
    • Work completed within time promised                         
    • Effort to obtain parts
  • Was your vehicle fixed right the first time? (Yes or No)
  • If not fixed right the first time, what explanation was given?  (Check all that apply)
    • Could not identify or duplicate condition
    • Deemed normal condition
    • Parts not available
    • Work not performed properly
    • Other
  • After the service of your vehicle was completed, please rate the following: (five point)
    • Explanation of costs                         
    • Explanation of work done                         
    • Price paid met estimate                         
    • Helpfulness of cashier                         
    • Ease of picking up vehicle after service                         
    • Length of time to pick up vehicle                         
    • Cleanliness of vehicle
    • Comments
  • After your service visit, did the dealership phone, mail or e-mail you to determine your satisfaction with your service experience? (Yes or No)
  • At any point during or after your service visit, did you ask the dealership to resolve any concerns regarding the visit? (Yes or No)
  • If yes, how would you rate the following?  (five point)
    • Efforts of dealership personnel to resolve the concern                        
    • Outcome of the contact
    • Comments
  • Please rate the service department on the following: (five point)
    • Hours of operation                         
    • Cleanliness                         
    • Comfort of waiting area                         
    • Amenities in waiting area (television, magazines, refreshments, etc.)                         
    • Ease/convenience of parking at the dealership
  • Please rate the overall performance of the dealership on this service visit: (five point)
  • Would you return to this dealership for future service needs? (Yes, No, Undecided
  • Would you recommend this dealership to a friend or relative as a place to service their vehicle? (Yes, No, Undecided)
  • What aspects of your service experience did you LIKE MOST?
  • What aspects of your service experience COULD HAVE BEEN IMPROVED?

What are your thoughts after seeing the survey? I will provide mine in a post soon.

15 Responses to “Sample Customer Survey – Toyota”

  1. PaulSweeney said:

    Nov 20, 07 at 9:48 am

    You know what strikes me about this? (1) the questions asked don’t parallel the concerns that you expressed about the actual experience (i.e. first person call resolution, dealing with the one person, someone owning your problem etc.), but (2) this was an experience, these questions do not seem to want to gauge your emotional response to the service (i.e. do you feel that Toyota vehicle breakdown service was remarkable in any way?). On another point, the follow on and status updates could easily have been automated in a friendly way (ie. your tow truck is 15 minutes away, easy to do with GPS).

  2. Service Untitled said:

    Nov 20, 07 at 6:12 pm


    Good points. The survey isn’t bad, but there is a lot of room for improvement. With most companies, there are a lot of things they can do to keep their customer sin the loop, but they don’t make the investment.

  3. Ben Hubbard said:

    Nov 20, 07 at 6:30 pm

    My impression was the length… it’s very long. I suspect only a few actually invest the time to complete the survey.

    I like short surveys… the easier the better that simply gauge how happy the customer is. When there’s not a positive answer, the company can do more digging and find out why as needed.

    That said, I’m sure they could make great use out of the information provided by those that do take the time to complete the survey.

  4. Service Untitled said:

    Nov 20, 07 at 10:54 pm


    Right on. The survey is too long. It is definitely longer than the predicted 5 minutes. If the survey is going to be long, the company should at least say that.

  5. José Ramón Padrón said:

    Nov 21, 07 at 6:51 am

    Too much information to ask in one survey. I don´t really know if they are thinking on customer´s satisfaction if they don´t say you can take more than 15 minutes to finish it, as Ben said.

    A lot of information to proccess after the request, there are a huge number of actions to do if they take into account all the info requested.

  6. Kurt said:

    Jan 10, 08 at 8:47 pm

    I lost/trashed the hardcopy Toyota survey that I received but really want to respond (not a great experience). Tried the “toyota voice” link mentioned here but you need a user-name and password – any suggestions ? Get it from the dealer ? Thanks.

  7. Service Untitled said:

    Jan 10, 08 at 11:22 pm

    Kurt, getting it from the dealer is probably a good idea. You could probably call Toyota Customer Service as well.

  8. Rachel said:

    Feb 02, 08 at 2:46 pm

    I am employed by a Toyota dealership and I would just like to say these surveys are very important to the dealer. They are long, but it gives us all the information to determine if we are doing our job as well as we should. In addition, our status as employees and as a dealership, relies tremendously on these surveys. Please take the time to complete them and if you cannot rate excellent in every catagory, please call the dealer and give them the opportunity to correct your concern.

    Thank you,

  9. Service Untitled said:

    Feb 02, 08 at 7:06 pm


    Thanks for your perspective. I’m glad to hear the dealerships value these.

  10. Gloria Sullivan said:

    Jul 02, 08 at 4:10 pm

    I filled out the survey and then when I had another problem with the vehicle, the service manager was angry that I had complained about the previous service. You are right about the “emotions” involved here that the survey does not cover. The service mgr I am dealing with, thinks that he can intimidate me in to saying nothing as long as the problem was resolved, despite the aggravation I was put through! I am a woman, business owner and I literally had to ask my husband to step in, in order to get the service that I deserved.

  11. daniel garcia said:

    Feb 20, 09 at 5:00 pm

    i wasnt satisfied with the service, first thing was they didnt repair my camry, i went there and told them to fix the idling cause it was to low, whatever it was they had to fix and they said ok that they would call me in about 2 hours, wich they did and so i went to pick up my car and when i got there i asked them if my car was fixed, the told me no and that my balance was 125 dollars! and then they said there was a couple things that werent functioning and that it would be 941 dollars 2 fix it! the problem is i drove 30 min to the dealership and asked them 2 fix it. no matter what had to be done with it! and so that really got me upset, i had to get a rental car to go to where i was going cause my car didnt get fixed! im sorry but i wasnt very happy and would of appreciated it if they would of bin more detailed so i woul of known what they were going to do. daniel garcia

  12. Marge said:

    Apr 11, 09 at 10:57 am

    It only took me about 7 minutes to do the survey, including writing a few comments. I read and type fast!!
    I am one of the lucky ones who has found an excellent Toyota dealership, and they have gone out of their way to help me resolve some problems with my camry hybid,- that my previous dealership couldn’t figure out-just charged me a ton of money and didn’t fix the problem.

  13. JA said:

    Mar 25, 11 at 6:49 pm

    After filling out the survey last week, I feel like the whole dealership is crashing in on me. I answered the survey that the service consultant (?) was “good” because I rarely give excellent unless there is something special. Today I received a letter from the “service consultant” saying they expect to receive Excellent.
    This was not in a dealership envelope, names were hand written and now I’m wondering if I want to deal with this person again or with the dealership. Today I gave my approval to put my name on a new Prius and I’d put a deposit down for when it arrives. After getting this letter I’m not sure I want to deal with this shop again and will probably go buy a Honda.
    All this because I was questioning a replacement part on my car as to whether it was really necessary, after reading many blogs on Prius Chat, about it being funny everyone going in for a recall all of a sudden needed another water pump replaced. I feel the letter I got is a reflection of my questioning and I’m feeling so hurt and bruised, I’m quite frankly unwilling to use this dealership now. No others in town, but why must I keep quiet when I think there’s a problem? On survey, I did say something else had happened, and I guess this started it all.
    I’m furious now and will never trade there again and will cancel my new car.

  14. Mike said:

    Oct 15, 11 at 6:51 am

    Just so you all know how this system with surveys really works….basically your job depends on it. You, as a service advisor are expected to be responsible for all of the responses on these surveys, even if the issues involved are not under your direct control. If a technician is having a bad day and doesn’t want to help the advisor with an issue, and there is a poor outcome, the advisor is the only one held responsible for how a customer fills out their survey. I am not saying that you should lie about what happens when you are at a dealer, just please keep in mind that you essentially have someones job in your hands. I recently lost my job as an advisor because of these exact types of issues, and this is probly the reason why you got a letter from an advisor asking for a excellent score.
    One other point I wanted to make is that manufactures are very narrow minded about most of these surveys. Why I say this is, with most automakers (not all, but most) if you do not have a perfect score on a survey, they mark it down as a complete failure for the advisor. I don’t want to harp on and on about how this system is so unfair to the advisors…I just wanted to make a point in saying…. try to keep in mind the the person you actually talk to at the dealer does not always have total control and that a bad server can cost them their job.

  15. Jefff said:

    Dec 12, 12 at 4:08 pm

    For service advisors as well as salesman, these surveys can be financial life or death. Anything less than “excellent” is seen as failure. For that, they can immediately lose $50.00 and the lost opportunity to receive any bonus for up to three months…which can easily add up to several thousand dollars. Our “failure” threshold is 95% or less. If there is a problem with your experience, call or write…don’t trash the survey because usually the one responsible doesn’t suffer…only the front line people do.