CUSTOMER SATISFACTION BY BRANDS. Volkswagen Passenger Cars

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1 CUSTOMER SATISFACTION BY BRANDS Volkswagen Passenger Cars Technologies easily understood by the customer Measurable and explicit features like fuel saving, low CO2 emission Technologies like TDI, TSI and DSG offered on all models An average of 6% fuel savings through the Start/Stop System TDI, the cleanest and most quiet diesel technology Volkswagen Passenger Cars hold periodic meetings with the OEM on product, planning and communication issues at least twice a year. We also organize a one-toone meeting with the OEM every year in which we talk about marketing strategies and plans, and hold additional meetings twice annually to audit the implemented strategies. Volkswagen marketing teams have two day workshops three times a year where all countries share information. Volkswagen Passenger Cars initiated the Volkswagen SAT Sales Academy Turkey Project to establish a more knowledgeable team with which we can work long-term within Mach 18 objectives, beginning in Our initial consulting team of 188 people has expanded to 331 today; 173 of these have Volkswagen International Sales Diplomas, and 72 have Volkswagen International Sales Certificates. The turnover rate in the team was 19% in We aim to decrease this rate under 15% in All our sales advisors have completed 75 training modules within the e-education system. We have completed our certification exam and 30 managers have been provided with certificates. A considerable success was achieved, delivering 1,582 man/days of training in In 2013, we worked on two projects in digital environment. 1

2 1. Creating Customers and Providing Fast Return With this project, customer data, accessed through a variety of advertising spaces and forms, is transmitted to our authorized dealers via Turkuaz. In this way, we have a chance to increase customer satisfaction by providing a much faster return to our customers on related issues. The system also gives opportunity to identify which advertising space or form our customers are responding to; this provides benefits for us in terms of updating our media plans and managing our media expenses more effectively. 2. Marketing Based on Customer Behaviors The system that we have on our website evaluates all the steps of our users from the moment they log in our website, and determines which of our products they are interested in and have a tendency to purchase. Personalized offers positively influence sales figures. One of the main goals of the MACH 18 project, which includes Volkswagen AG s company vision for the year 2018, is leadership in customer satisfaction. The responsibility of this vision increases the responsibilities of Doğuş Otomotiv related to customer satisfaction. Our complaint and request lines are available to our customers 24/7, and complaints are handled within an average of 3 days, with first reaction within 24 hours. Similarly, s from customers are responded to within 24 hours. All complaints and requests are interpreted and analyzed. The Volkswagen brand believes that complaints are gifts from our customers, to help us to improve our business. Application of an online instant communication with the customers was put into practice in the second half of With the initiation of this practice, customers are communicated with instant messages. 2

3 Volkswagen Commercial Vehicles Volkswagen Commercial Vehicle launched its Premium Customer Program in Customers, who preferred Transporter and Caravelle models for years, are provided with many innovations which will make their lives easier. Users, who prefer these models at every stage of their life, can make service appointments, obtain vehicle status reports, and learn the recommended vehicle price through a designated phone line ( ). The exclusive call center will remind the Premium vehicle owners of their examination or service periods, making their life easier. With the introduction of "Premium" application, each customer has been provided with a booklet giving providing detailed information about the applications they can benefit from. Call center has provided service since the first day of the application due to heavy demand on customer side. With the improvements made in the database, sales and after-sales service authorities get an alert even if premium customers go to different authorized dealers or after-sales service centers. Thus they receive the same service anywhere in Turkey. In order to assess the service quality provided to potential customers, Volkswagen Commercial Vehicles has been conducting Mystery Customer Research since We aim to increase the quality of service provided to our customers through this research. Again in 2013, the first Volkswagen Commercial Vehicle Regional Sales Meetings were held with the participation of Sales Managers and Sales Chiefs of our Authorized Dealers in 6 different regions. Opinions of the participants about the subjects like improvement of sales process, quality management in sales, product and business development were received. We have agreed on the actions to be taken for developing sales and quality management in sales. By agreeing on actions, which may be helpful for improving service quality, with the input of sales teams, we have delivered the message that our sales teams are a big part of the brand. At the beginning of the meeting, attended by 128 people, participants watched Doğuş Otomotiv Corporate Responsibility film, which lasts 3.5 minutes, to remind the issues emphasized in the beginning of the year. 3

4 Audi Authorized Dealer Sales Trainings A basic training program and certification process defined for Audi Sales Advisors and Sales Managers is available, providing information on Audi history and brand culture, the models, the technologies and the sales process. Managers receive information on managerial issues such as leadership, sales process management, business management, etc. At the end of basic training, a written knowhow test and an exam containing role-plays are applied, and participants are awarded International Audi Sales Advisor or International Audi Sales Manager certificates. In addition to basic training, product trainings are held at every product launch, and participation in launch trainings in centers abroad is enabled. Information level of the team is updated continuously by means of web-based trainings published on the Audi Training Portal in addition to in-class trainings. Within the scope of 2013 Audi Sales Trainings, we continued Product Trainings, International Basic Audi Trainings, Audi Certification Trainings and International Sales Manager Trainings. 605 man/hour training is provided during 67 days. These trainings were organized for sales advisors, representatives and managers. This year, 74% of our sales advisors and 65% of our managers received International Audi Sales Advisor/Manager certificate, respectively. During Sales Manager certification process, we have made a transition to 2-stage examination system. These stages consist of Learning Control, Project Development and Certification Test. After-sales Services Trainings Technical Trainings: Specialist training is provided to atelier employees working in Authorized After-sales Service Centers. Technical trainings are provided at the Basic, Advanced and Master levels, identified again by Audi AG. High priority is always given to occupational safety in our repair processes and defined in repair manuals. 1,301 man/hours of training was provided for 500 employees in 2013; 58 man/day training in Bakırcı 4

5 Otomotiv Maslak training center, 15 man/day training in Standox Paint training center and the other trainings were carried in Doğuş Otomotiv training center. All of the trainings were provided to our authorized after-sales service center technicians. Non-technical Trainings: Non-technical training in after-sales services are organized and offered for after-sales service managers, after-sales service advisors, customer advisors, part managers, marketing coordinators, warranty specialists, and customer relations employees in accordance with Audi AG standards, and the needs of authorized after-sales service centers. Trainings consist of minimum two or three modules, depending on scope, and an exam. The exam includes a test identifying the know-how level and applied roleplays. After-sales service advisors receive information on Audi history, the Audi brand, the models, basic automotive technology, Audi technologies, communication and negotiation techniques, processes, tires and oil. During after-sales service managers training, we covered managerial issues such as planning, management, quality management, process management, personnel and organization management, meeting management and atelier KPI s. We evaluate the feedback of our participants and implement those which can provide benefits for after-sales service processes. In 2013, a total of 888 man/day of non-technical training has been given in Munich and Şekerpınar Training Centers. Some significant improvements about technical and non-technical trainings in 2013 in after-sales services are listed below: In order for technicians of our Authorized After-sales Service Centers to obtain information through online education portal, Audi has chosen a technical subject from Audi Service TV every week and transferred it to its Authorized After-sales Service Center employees. 5

6 In addition, to increase employee motivation and ensure follow-up of the screens in the ateliers, technical questions were asked, and the answers were received through the education portal. We have given awards, chosen by lot, among the employees with right answers. Rewards included dinner with families, Audi vehicle assignment for weekend or participation in touristic regional tours. In order to promote the use of computers and tablets interactive learning sections were added to the trainings. Our car body technicians received Aluminum repair training in Audi A.G Nuckersulm facilities. The number of professional physician diagnostics technicians at Audi has reached 43 with the participation of 11 new diagnostics technicians. The number of professional mechanist service technician at Audi has reached to 31 with the addition of 8 new service technicians. Training photos are being shared with the participants in NTT trainings. Audi A3 Sportback, Technical Training and Web-based Audi Service Training were enabled. In NTT trainings: Leadership, creativity, communication and teamworkthemed games were integrated into the trainings. Thus, group work and interactive participation have been prioritized. Education qualifications can be reported by dealers through online education portal. The after-sales service advisor training program has been made leaner. (content updated, the country adaptation is provided) By ensuring the participation of our regional people in training meals we evaluate their feedback and seek solutions for their problems. On-site trainings are provided for authorized dealers that get low scores from CSS and Mystery Customer Applications. The content of our training programs is reported to After-sales Service Center managers. 6

7 SEAT Information about the comments of customers is obtained from our Authorized Dealers, who communicate one-on-one with customers in their regions; this feedback leads to applications to improve customer satisfaction. Our complaint and request lines listen to an average of 23 customers every day. Complaints are answered with an average below 4 days with first reaction time within 24 hours. Similarly, s from customers are responded to within 24 hours. All complaints and requests are interpreted and analyzed. The requests that our customers made through Online Test Drive Request system were directed to Authorized Dealers through Call Center in the previous years. As of this year, test drive requests go directly to into Authorized Dealer's screens as a warning. Thus, a faster return is provided to Test Drive Requests. Authorized Dealers The number of SEAT Authorized Dealers and After-sales Service Centers has reached 25 and 39 respectively with the addition of new Authorized Dealers: Şahintaş Otomotiv (Gaziantep) in March, Doğuş Oto Çankaya (Ankara) in August and Asil Otomotiv (Eskişehir) in December, OEM Periodic meetings are held with OEM on sales, after-sales services and communication issues at least once every year. We participate in Marketing Round Table organizations carried out on marketing communication issue at least twice every year. These meetings are conducted as 1 full day workshop and the projects to be carried out are shared with all countries. Scania Scania Turkey has renewed its CSI-Customer Satisfaction Survey and reporting system to increase customer satisfaction in CSI surveys, fully upgraded to meet 7

8 global standards and organized by Swedish Scania, will be carried out for sales and after-sales service customers quarterly and reported. Authorized Dealers Scania uses highly developed technology, and is pioneer in this field with its R&D expenditures and investments. Maintaining the perspective that human capital is the most important investment Scania is a pioneer in education as well. At Doğuş Otomotiv Scania we aim to maximize customer satisfaction at every point of our service with a variety of training programs in Turkey. The knowledge and techniques required for becoming a manager is transferred to Scania Authorized Dealer and After-sales Service Center owners through the Committed Manager Training. The Scania Sales Olympics aims to ensure the development of the sales team. Over three thousand drivers have benefited from Driver Trainings which aim to increase the profitability of customers while reducing costs. Infrastructural and systematic improvements have been carried out to ensure the accuracy of productivity and efficiency measurement results at the Authorized Service centers; accurate results have been transferred. Krone and Meiller All our sales representatives have customer visit targets to keep the customer satisfaction at the highest level. Customer complaints and requests are recorded insitu and receive the relevant response, positive or negative, as soon as possible. In addition, special trainings are given to after-sales service managers in our Krone and Meiller Authorized After-sales Service Centers to provide service at Doğuş Otomotiv standards. The TÜVTURK pre-inspection campaign provides free brake tests, lighting system and load safety controls, and the 100 points control to all vehicles coming to Gebze After-sales Service Center. Repairs deemed necessary are performed accordingly to ensure safe travel of the vehicles. 8

9 Krone has determined the necessity of improvement and change in response to data taken from the customers and the after-sales department. We carry out requirement specification and improvement meetings with Krone Germany and Krone Doğuş Tire two times a year for OEM-induced defects. DOD We investigate ways to solve problems promptly by responding to customers who have contacted us for any demands. Customer satisfaction measurements are conducted together with the CRM Department. Deficiencies detected in our Authorized Dealers unit are monitored by Regional Managers and necessary actions are taken. Road assistance service (accommodations, supply of vehicles) is provided to our customers under warranty services. Vehicle buy-back is also made when required. Authorized Dealers Investments have continued within the organization of DOD Authorized Dealership in Yağcı Edremit facility and Adana Aykan Prime DOD building have been put into operation. DOD Authorized Dealer Performance System was revised in 2013; the Committed Sales Number" was included as performance criterion in order to provide better service to customers, protect Authorized Dealers for after sales service and increase DOD Warranty sales. As a result, the number of committed sales increased by 39%. DOD Used Car Training is provided to our Authorized Dealers annually, to assist employees in conducting their businesses more knowledgeably and thereby increase customer satisfaction. Trainings include general information on DOD products, 101Point Expertise, basic sales techniques, pricing and marketing courses. The trainings were completed with a test after case study analyses. 27 people participated in DOD Used Car Training in

10 The DOD Rally consists of 13 stages, including dealer with the best sales record, dealer with the best credit sales record, etc. Trips are awarded to the winners; as a result of the 2013 DOD Rally competition, 26 Authorized Dealer employees won a trip to Paris in May, Doğuş Oto Our most important activity for customer satisfaction is through the Doğuş Oto Call Center, calling every customer who has purchased a vehicle or had one serviced, after the transaction is completed. At the end of the calls each day, any customers who had complaints or indicated that the problem was not solved are called back to address the source of dissatisfaction. 10