I know this has come up here before but read the below from somebody on another BMW site...

Whole string is here: http://www.e90post.com/forums/showthread.php?t=1688

That whole dealer survey thing is a crock as a tool for real feedback...I don't care what any of the dealers on this board say...the ONLY reason I give 5's is part of the negotiation for a better deal because no dealer I have ever met deserved all 5's.

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AFter I got the email that I posted here, I replied back to the dealer how sorry I felt for him not to get the bonus that he would've received. I honestly feel sorry and sad not just because he didn't receive his bonus, but because I lost a 'relationship' with a person that I knew. I thought he was good and promised to give a 'good' rate, but was naive enough not to know that 4 out of 5 was that bad.

And after spending a night I wrote him another email based on what I learned from the posts here. Here it goes...
========================
> Well, you don't say anything about my previous email.
> I think it would be better if you emailed me asking why I gave "4"
> instead of being in a belligerent manner.
>
> If all the BMW dealers would act like that, people wouldn't want to
> buy BMW's anymore. I wonder what your GM and BMWNA would say about the
> email that you sent me about the survey.
>
========================
And he replied me back with this email...

The reason I didn't reply to your e-mail was I had nothing to add. As I stated in
it, I don't want to have anything to do with you again. I've sold thousands of
automobiless in my career, and your response to thecustomer satisfaction inquiry
was the most surprising one I've had. It's also interesting to see the difference
in the tone of your two e-mails sent within a few hours of one another. The first
one was your natural apologetic reaction, the second probably the result of
feedback from outside sources. The term "belligerent" doesn't, in any sense of
it's meaning, define my e-mail to you. Angry, frustrated, or disgusted, are more
apt definitions. Belligerent may be much more accurate to define the tone of your
second e-mail.

The reason for my emotions was that you had promised me that you would give all
5's, and didn't. As far as telling my GM or BMW what I wrote to you, please do
so. You're wanting to try to hurt me more just goes to give further evidence of
your nature. BUT I CAUTION YOU, DON'T EVER THREATEN ME LIKE THAT AGAIN. I DON'T
TAKE KINDLY TO THAT. YOU'RE NOT DEALING WITH ONE ONE OF YOUR CHAT ROOM ACADEMICS.
===========================
Last sentences were capitalized by him, I guess, to warn me the consequencies if I report to his supervisor or someone high up.

I still have no intention to harm him in any way, but what should I do? I don't even understand why this kinds of ****ty things are happening to me...
Damn survey!!!