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Started by : Kailash Sharma, Product Development Manager, Force Motors   07 09 2009 13:37:08 +0000
Industry : AutomobileFunctional Area : Growth(Strategy & Execution)
Activity:  68 views;  last activity : 07 06 2010 20:18:09 +0000

Dear friends,

Many times, customer's contact with customer care service is usually with their local dealer. At times when they can't get much satisfaction from their dealer they may contact the manufacturer, but even then would still have to go back to the dealer for service. That makes the real issue of customer care (good service) in the hands of your local dealer.

What would you suggest? How a customer service of automotive firms should operate?

 
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1 Customer needs should be focused first
2 Through effective communication systems

Customer needs should be focused first

idea posted by Kailash Sharma Product Development Manager, Force Motors

Firstly, a well defined communication channel should be built between customers, manufacturers and dealers. I think the automotive firms customer service must determine what customers want and use this information by implementing customer service. The customer service should have speed, reliability, and courteous service by well-trained employees.

It should have a three-dimensional process that includes a well-conceived service strategy, customer-driven systems, and customer-friendly people. Each dimension must reflect the important needs and wants of the customer.

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"courteous service by well-trained employees"

The dealer should and is acutally a company representative in eyes or minds of customer , so the loyalty and genuiness of the matter should be explained to the customer. In present scenario , the dealer always goes like go bonkers ! and these are all too good to believe to many educated folk atleast and that drops the purchasing interest by % and then to shift the plan to two or three days and then risk comes if they woudl at all buy it or not.

So in my idea , what i felt good service was that : " The person who takes the customer to show the vehicle in dearlership should be eloquent and fluent with local language , he shoudl have a good salesman ship ( not necessarily experience) but interest to explain to customer with all patience , what is there inside the mask ? is what customer wants to know and why is it many a times in India a silent expectation. To avoid boring automobile classes , its good to ask the customer to find out for what sort of vehicle is customer is looking for rather than go on selling the unsold model to all who they come across that day! So that makes the customers educated and when problem with vehicle comes ,customer will also know when they need to and why they need to contact the Manufacturer and when manufacturer responds , he sees the dealer as a confident and trustworthy connection between the manufacturer and customer ,which other wise has no direct way! Call centers can be long forgotten because many a times its not as easy as cell phone , or computer for the customer to know what has happened actually.

A education to the customer through patience and their range will definitely help the customer service indirectly and dealers directly. Customer service is a direct contact to Manufacturer ,but its a third party to the customer , so dealer is a second person to the customer, so dealers should operate in educative and informative way with all needed patience. Motivation for the patiences : You want to sell for Rs x , so dealer fixed the price and now customer needs a chance to express what he wants to pay and there educate why he should pay for such thing for X rs and if not educate what he can buy from the same manufacturer for the money he is willing to pay. So that gets a win win situation. Once customer is satisfied buying , customer service things will definitely have understanding of customer in my view.

 

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by parminder singh, auto tecnician, al tayer motors  | 07 09 2009 14:40:52 +0000

yes i aagree with the statement

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Through effective communication systems

idea posted by Rajesh Agrawal Branch Manager/Regional Manager, Jaika Automobiles & Finance Pvt.Ltd.

It refers to overall system of communication making so that processing of information be faster resulting in superior service satisfactions.

Starting from process of Vehicle Booking for service till delivery after service it involves rather it requires a lot of communications among various channels may t be customer,dealer personnel,principal official, proprietory dealer & official etc. So evolving one effective communication system would help a lot in this subject matter.

 

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