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Grip : GRIP January 2012
FROM THE MD GRIP 2012 AUGERS WELL FOR SUBARU ... cONt. mix issues with Forester, with our top-selling X model unavailable for several months. And of course we faced significant delay of XV and new generation Impreza, both of which were due for launch in quarter four of last year. But the challenges of 2011 are behind us, and opportunity abounds in 2012. You will already have seen the plethora of changes to spec and pricing for Liberty, Outback, Forester and Exiga, and there is plenty of news in this GRIP about the new XV. But our company is not just about selling high quality vehicles – and our All 4 the Driver customer philosophy, after more than two years, recognises ongoing customer performance during the ownership period and is now reaping serious independent recognition for its effectiveness. Subaru topped the 2011 J.D. Power Australian Customer Service Index. This clearly vindicates our commitment to All 4 the Driver - and all the hard work over the last two years to bring it to fruition. It also clearly recognises that our Net Promoter Score program is delivering customers an even better level of sales and aftersales experience. Subaru scored an impressive 815 points out of 1000 in the study, which measures new vehicle buyer satisfaction with the aftersales service experience. Subaru made significant gains, up from fourth place last year - a remarkable achievement in a year that was easily our most challenging on record. Then last month a survey of nearly 2200 car owners showed that, for the second year running, more Subaru customers recommend the brand to their friends and colleagues, significantly outperforming rivals. Brisbane consulting firm Engaged Marketing conducted the 2011-2012 Car Consumer Loyalty & Recommendation Study, in which Subaru’s Net Promoter Score of 36 per cent outranked eight other brands in the customer recommendation stakes. The average car industry score was just 13 per cent. NPS separates those customers who may recommend a business and bring in new customers, namely promoters, from those whose comments may keep prospective customers away, namely detractors. It is used by the world’s leading brands to drive growth, including AMEX, Apple, GE, The Harvard Business Review and Virgin Media. FOREStER WiNS AWARd THE Subaru Forester has been named ‘Junior Crossover of the Year’ by specialist British off- roading magazine, Total 4x4. Forester faced competition from the likes of Toyota Urban Cruiser, Suzuki SX4 and Skoda Octavia Scout. The panel of experts at Total 4x4 magazine said of the Forester: “Typically of Subaru, the Forester does very good things without making a fuss of it. The combination it offers of quality, value, practical usability and driving talent makes it very hard indeed to beat.” From page 1 To quote Engaged Marketing Founder and CEO Christopher Roberts: “In today’s highly competitive environment, aiming for mere satisfaction is just not enough, organisations need to aim higher if they want to use their very own customers to drive growth via positive word of mouth and loyalty. “There has never been a more critical time to go back to basics and focus on the customer. “In the era of social media, good news travels fast and bad news even faster.” They’re compelling words and we’ll continue dedicating even more resource to customer satisfaction. INSIDE GRIP HOME PAGE FROM THE MD XV COMMENT PARTS & ACCESSORIES AFTERSALES MARKETING NEW SUBARU XV WHAT’S IN THE PRESS BRAND COMPARISON DEALER RANKINGS SPORT
GRIP December 2011
GRIP February 2012