Customer e dealer service
In line with 2008 and 2009, which saw a global focus on product awareness and process efficiency, monitoring of service levels and customer experience continued in 2010.
Customer Experience
In 2010, 60,000 customers, of whom 11,000 in India and Vietnam, took an active part in the customer engagement sessions set up by the Group to understand developments in its customer expectations and evaluate brand reputation and customer loyalty.
Particular focus was placed on the perceived reliability and quality of product features, such as their robustness, performance, road holding and running costs, in order to provide product innovation and development teams with information in addition to data from technical tests and trials regularly conducted on all products, to ensure their safety and usability.
In particular, the Customer Satisfaction portal, already operative worldwide, is fundamental for company/customer dialogue, as it can monitor customer opinions and feedback in real time.
The customer engagement platform is always paired to specific projects focused on products or to promotional initiatives (test rides, events, etc.). These initiatives are normally designed to bring customers closer to new technologies targeted at saving energy, safety and reducing pollution, which require information and education campaigns on their use so that customers can make the most of them.
Customer service
The Group’s Contact Center operates in a multichannel environment, with customer and contact targets, and has a virtual on-line space, currently operative on main European markets: Italy, France, Spain, Germany and Great Britain – as well as the USA and Vietnam. The project is being started up in India.
In 2010 some 90,000 contacts were managed in Europe, with a further 3,500 in the rest of the world.
Problems found in products and/or services accounted for 19% of calls for assistance, a figure down by 10% on 2009, confirming how the management of complaints is also an indicator of an organisation’s reliability and a driver for improving process effectiveness.
The Group’s service levels in its main markets match standards of excellence in the sector, with 90% of calls managed within thirty seconds, and resolution times below forty-eight hours.
Alongside a continual improvement in service levels, a platform will be developed for the dealer network and Group to jointly manage promotional events, customer loyalty initiatives and test rides, as well as share the “End Customer Data Base” (DBCF).
The CRM platform is currently being tested in India. Testing is necessary due to the fact that very few manufacturers in India use Free Tool Number, and those that do introduced them only very recently.
Customer care activities are an essential part of Piaggio Vehicle Private Ltd.’s Marketing & Sales policies and particular attention is paid to devising tools and methodologies for the network, in order to manage and provide customer service to the highest standards of excellence on the market.
The Group considers customer service and the dealer network as essential for forging a relationship of trust with customers on main reference markets.
That relationship hinges on tools designed to manage and develop relationships with dealers: the Dealer Web Site, a web platform for dealer network training, information and involvement and a Dealer Support Service for managing the network’s technical and sales problems.
Dealer Web Site
The Dealer Web Site is a gateway to applications, information and technical documents and sales literature designed to help dealers manage their markets according to common standards and criteria.
Access is personalised on the basis of the role assigned to the partner by their agency agreement.
This tool is normally associated with specific events, such as dealer conventions and engagement panels, to ensure that all activities and initiatives translate into customer management methods able to build customer loyalty and develop dealers’ reputations on the market.
Dealer Support Service
The Dealer Support Service provides daily assistance to ensure the optimal management of after-sales service – from delivery of the vehicle to management of assistance services and product warranties.
This service is the most important customer/dealer channel, and is based on platforms specialised by area, such as logistics, product and accessory sales and service, and has an on-line virtual space and help desk for all main European markets: Italy, France, Spain, Germany and Great Britain – as well as the USA and Vietnam.
Besides enabling service levels to be standardised for all our partners, in accordance with contractual arrangements, the platforms enable the right action to be taken and training, documentation and available information to be delivered in the most effective way.
