I've realized that most of the enthusiasts on this board are more educated than most of the other motorcycle boards I frequent. And I have observed that many members here are in a higher income bracket than most of the members of those other boards. Not a bad thing, just an observation.
That being said, I have no formal education in marketing or business, and don't have an over-abundance of appreciation for the idea that just because someone went to a room a few days a week for an hour or so, for two-four years, and listened to someone lecture (who, by the way most of the time doesn't have any real-world experience him/her-self either)... doesn't make you an expert. I have to confess, in fact, when a younger person (under 30ish) starts to lecture why this or that works or doesn't... I tune them out. Mainly because, my perception is that they don't know their a$$ from third-base. They're doing what they watched someone else do... and that was stand in the front of aforementioned room and... and lecture.
It's difficult for me to dedicate very much interest or attention, into someone who doesn't speak (and/or teach) from personal, real-world experience.
Where am I going with this little rant? Well, it's pretty simple. It's as simple as... the MoCo should listen. Not to some lame-a$$ school project, but to the people with real-world experience of their company. Get to the root of the problem, and talk directly to the people who support them. Not some survey with a bunch of script gathered from a school-project. They have our phone numbers, they have our e-mail addresses. Call us, or write us... and be genuine and sincere about it. If your bike is financed through the MoCo, I can promise you if a payment is missed, SOMEONE (a LIVE person) will call you. They should have a department that was equally interested in hearing from YOU, when you have a problem with THEM.
We (the consumers) are not going to dedicate a genuine and sincere interest in an ingenuious and insincere inquiry to our shopping experience.