The Straits Times (Singapore)
May 20, 2014
Initiating a customer satisfaction program is hard enough. Imagine rolling it out across borders and multiple brands.
That is precisely what Singapore-based multi-brand motor group Wearnes Automotive has done.
Its customer online response and engagement (Core) system provides real-time customer feedback on aftersales service across the various brands the company represents and across the seven Asia-Pacific markets it is present in.
The proprietary iPad-based program is the first of its kind, and is the brainchild of Wearnes Automotive chief executive Andre Roy and his team.
Roy says the system complements the company's monthly customer feedback survey and "allows us to act immediately."
"We have noticed that a lot of times, customer dissatisfaction stems from misunderstandings that can be easily resolved on the spot," he adds. "This system alerts us to this so that any service lapse is addressed before customers leave the service centers."
Roy says Core—which cost $200,000 to implement—is "extremely vital" as the company expands across the region.
"The regional roll-out ensures that there will be a benchmark of our service quality across all Wearnes service centers," he notes.
In the Core system, customers can grade their overall experience as "impressive," "good" or "could be better" on an iPad presented to them upon completion of a servicing job.
Every time a customer selects "could be better," an SMS and email alert is sent to the brand's service manager.
This allows Wearnes to respond to the situation immediately. In the majority of cases, the service manager is able to speak to the customer before he leaves the service center and resolve any issues or concerns.
All showrooms across all car brands in the entire network will house a specially designed monitor to show the level of customer satisfaction in the region for the month.
"The system allows us to be as transparent as possible," Roy explains, adding that Core also allows senior management to get "on top of issues right away."
Since a pilot program at its Volvo Car workshop in Singapore in May 2012, the company has had more than 50,000 customer surveys completed.
"Ninety-nine percent of the respondents rated our service ‘impressive’ or ‘good,’" Roy says.
"Our next phase is to conduct further studies on plans to introduce a similar model in all our car showrooms," he adds.
"At the end of the day, it is extremely reaffirming to leave the office knowing that we have done a good job, not seeing any flashing red lights on the monitors."
Established in 1906, Wearnes Automotive operates in Singapore, Malaysia, Indonesia, Thailand, China, Hong Kong and Vietnam.
Its brands include Bentley, Jaguar, Land Rover, Infiniti, Volvo and Renault.
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