European and UK Dealer Satisfaction Survey for 2022

EACH YEAR CLIMMAR, the international dealers’ organisation umbrella group for 16 countries, conducts a survey across a number of its members to see how dealers feel about the service and support they receive from their main tractor suppliers.

The survey is anonymous but provides useful information concerning trends in how dealers feel and about the strengths and weaknesses that the dealer network sees in their main tractor suppliers. The results of the survey are shared with the main suppliers in the countries that carry out the survey so that they can also benefit from seeing what their own dealers feel about them and the trends in performance generally.

The overall results of the European survey are made public at press launches at one of the main agricultural shows in Europe around November. Some countries publish their own results and some share results with the main brand representatives in their own countries. BAGMA has not publicly shared its results over the last few years but does share the results with the respective brand suppliers in the UK. The reason for this is due to what is considered to be an unfair representation across all the brands surveyed and the risk that a small survey result with one brand may reflect a better or worse position for a brand than would be reasonable.

Each UK result is shared with the respective manufacturer or supplier so that they can determine where they can make improvements to help their dealer network. This information can help to make improvements in how the supplier improves or changes its service to its dealer network.

Of the 393 surveys sent out in the UK for 2022, 93 responses were received in total, representing just under 24%. Whilst good in marketing terms, it is not fairly representative across the 15 brands surveyed in the UK.

The 2023 survey will be sent out on April 4 and will close on May 31. Dealers should look out for the survey in their junk or spam email as it may not be recognised by your email security systems. BAGMA will send out information nearer the time to remind dealers that the survey will be on its way. The only way this survey can have its full effect is for all dealers to complete and return it. It is in an electronic format and can be passed around to others to complete certain sections before final submission.

The survey is sent out in a digital format to the head offices of those companies we have listed as holding a tractor franchise. The questions are the same as previous years and the confidentiality of the individual responses will remain intact. Where companies have two or three franchises separate electronic surveys will be sent for each brand to the named person and email address we have on file.

The research model was developed by CLIMMAR. BAGMA has been a member of CLIMMAR since 1955.

A Message from CLIMMAR President, Roberto Rinaldin

Dear CLIMMAR members,

The year 2022 will certainly be a year to remember. While the world was hoping to leave the Coronavirus pandemic behind, we are now facing an even more serious crisis. Russia’s attack on Ukraine has changed the way we see the world – as individuals, but also as entrepreneurs.

Due to the partial de-globalization that came as a consequence, as well as high energy prices and even energy uncertainty, it is becoming increasingly difficult for our members to run their businesses, take care of their customers, and provide for their employees.

Additionally, we will have to face the other great challenge of our time – the green and digital transition. As an international business organisation, we should show by example that cooperation and friendship among countries is the only way forward. This means we have a lot of work ahead of us!