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Grip : GRIP December 2011
AFTERSALES GRIP customer satisfaction drives us in 2012 By Joanne Scanlon Customer Experience Manager THE Subaru network is demonstrating everyday that it continues to place high importance on customer experiences and in 2012, with four exciting new models, this hard work will continue to pay dividends. There are four key areas that can assist our retail network in achieving fantastic customer experiences. 1. Customer Relationship Strategy: CRM In the second quarter of 2012, we will launch the Subaru Benefits Program. This will include a 12-month state motoring association membership (Roadside Assistance), DataDot theft excess waiver, Symmetry magazine and benefits associated with our sponsorship and ambassador relationships. More details will follow. 2. Service Customer Retention: SCR SCR Dashboard has been well accepted. It is still early stages in our launch, and we are working on initiatives to assist your SCR. Two initiatives we are trialling with Rolfe Subaru, include: The lapsed customer contact campaign program is underway with encouraging results, achieving a 51 per cent conversion rate from lost customers for Rolfe Subaru The “Fast Service” program is achieving fantastic results. We have high hopes for “Fast Service”, and you can find out more on the program by watching the video above. 3. Customer Experience Program - NPS NPS is heading in the right direction. As of November 2011, the network is sitting at 63.2 overall, which is 4.3 points up on 2010. We will be launching a new dashboard later in 2012 that will assist with highlighting areas of improvement. 4. Training We will continue to innovate and revise training to meet the needs of the network. In 2012 we will commence our regional training programs to offer further support across Australia. In February, to support the launch of new Impreza and XV, we will commence our first round of “What makes a Subaru a Subaru training”. This will be focused on the Subaru DNA and all sales staff are expected to take part in this training initiative. INSIDE GRIP HOME PAGE MARKETING AFTERSALES PRODUCT PLANNING PARTS & ACCESSORIES LEGAL FINANCE & FLEET SUBARU ASSURED BRAND COMPARISON DEALER RANKINGS SPORT Subaru Fast Service - Rolfe Subaru Pilot Program
GRIP January 2012