Winnebago Debuts Dealer Program Changes

An aerial photo of the 2019 Winnebago Grand National Rally

Changes are coming to Winnebago’s “Flying W Dealer Excellence Award” program, the company stated, to enhance the program’s focus on customer satisfaction.

Winnebago established the first dealer excellence program in 1986 to recognize dealers on customer satisfaction. Surveys are sent to owners with a new RV registration after warranty repairs.

“We are making improvements to the Flying W Dealer Excellence Program for the 2022 program year to better understand customer satisfaction with our products and dealerships,” said Dean Casad, Winnebago’s director of customer experience. “We care deeply about our customers and recognize that they are the lifeblood of our business. Measuring how successfully our motorhome and towable dealers are providing exceptional customer service is extremely important to us.”

New to this year’s program is a Net Promoter Score (NPS), the primary customer satisfaction measure, Winnebago stated. The company noted NPS is a widely-used metric based on the question, “How likely are you to recommend this dealer to a friend or family member?” A 10 rating means highly likely while zero means highly unlikely. Follow-up questions are asked to better understand the rating.

“By emphasizing NPS in our program, it will enable us to sharpen our collective focus on delivering the best customer experiences in the RV industry,” Casad said. “The use of NPS simplifies Flying W scoring and aligns dealers with the same metric we are using to improve overall Winnebago customer satisfaction. Plus, it will provide invaluable voice of the customer feedback to our motorhome and towable dealers.”

Winnebago annually recognizes Flying W Dealer Excellence Award winners. The program honors the top third of motorhome and towable dealers for providing exceptional customer service.

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