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Grip : GRIP December 2011
AFTERSALES GRIP promising year points to better ahead By Colin Christie General Manager - Aftersales AFTERSALES performance in 2011 has been encouraging. Service NPS has continued to grow and service customer retention remains strong. Hard parts and accessory sales, although heavily impacted by the supply issues earlier in the year, have shown underlying grow th. The key issue though is consistency across the network, with significant performance variation across regions. This is an area we will be focusing on in 2012. We have also seen strong results in the J.D. Power Customer Service Index study, achieving the number one position, and we were in the top three brands across most aftersales questions in the Dealer Satisfaction Survey earlier this year. While these results have been positive, they have also identified opportunities for 2012, including the provision of feedback on satisfaction of your own customers, training, and profitability in the aftersales business. Our plans for 2012 are aimed at creating the right platform to address these areas, together with the reasons why customers leave the network. To improve feedback on customer satisfaction, we are currently reviewing the NPS program in terms of robustness, richness of verbatim, and how we can support the analysis of core issues. Through the pilot of our Lapsed Customer Program we are also focusing on capturing more direct feedback on why customers are leaving your dealerships. We have just launched our new online Subaru Academy and are reviewing our training program to ensure we have a more ef fective program structure, including post program follow up and suppor t, clear learning pathways and accreditation, and flexibility in our delivery options. The key areas we are focusing on in 2012, to improve profitability and to help combat the reasons why customers are leaving, include a review and refresh of our service customer retention program and the completion and analysis of the lapsed customer program currently in pilot. Service capacity and customer convenience are also key elements of our 2012 plans, including Fast Service programs and a network review covering site capacity, satellite service opportunities, service Regional 5 Year SCR Network Retailer Melbourne 68 42 Western 60 47 Eastern 58 45 Southern 57 32 Sydney 55 35 Northern 55 43 Brisbane 52 32 Tasmania 45 38 facility standards and our preferred crash repairer structure. To improve the customer experience, we have developed an owners program and will be reviewing our overall communication process across all areas of contact. Training will be developed focusing on service advisor communication and a foundations document will be created to assist with the basics of ‘fix it right first time’ and customer interaction. Performance – Service Customer Retention (Q3) Click here to download the full results let’s meet: colin What are your thoughts on the new models? I think they are both great cars and the XV, especially, will allow us to target one of the fastest growing segments. Favourite Subaru? The STI, because my kids would make me drive them everywhere in “daddy’s sports car”. What excites you about 2012? A lot. We have great new product and we have only really scratched the surface of what All 4 the Driver can be. From the parts perspective, we will continue to drive the ‘Get Genuine’ program, while for accessories, we are creating an integrated strategy that ensures we have exciting product, the right channels to market these products and generate customer demand, and the right tools in place to suppor t conversion. In summary, performance has been good in 2011, but there are still significant oppor tunities in the aftersales business that we need to maximise together. “IN SUMMARY, PERFORMANCE HAS BEEN GOOD IN 2011, BUT THERE ARE STILL SIGNIFICANT OPPORTUNITIES.” INSIDE GRIP HOME PAGE MARKETING AFTERSALES PRODUCT PLANNING PARTS & ACCESSORIES LEGAL FINANCE & FLEET SUBARU ASSURED BRAND COMPARISON DEALER RANKINGS SPORT
GRIP January 2012