J.D. Power: Geely's customer satisfaction with after-sales service increases

Source:Globaltimes.cn Published: 2012-8-14 17:05:46

J.D Power


 

 

Having increased steadily for 6 consecutive years, overall customer satisfaction with after-sales service with authorized dealers in China remains stable in 2012, according to the 2012 China Customer Service Index (CSI) Study report released by J.D. Power Asia Pacific, Inc. Geely's Gleagle, Englon and Emgrand outnumber the industry average and are respectively rated number one, two and four while most other China's homegrown brands have declined with regard to the Index.

The Study measures satisfaction among vehicle owners who visit an authorized dealer's service department for maintenance or repair work between 12 and 24 months of ownership. The satisfaction is closely related to the quality of service offered by employees of the dealers. The Index is based on a 1,000-point scale.

Geely's three sub-brands Gleagle, Englon and Emgrand are rated number one, two and four among all the dealers involved in the study with 865, 861 and 850 scores respectively while the industry average is 832 scores. Since 1998 when Geely became an automaker, its sales volume has climbed up quickly and there have been 2, 350,000 Geely cars on roads by far with 400,000 units sold in 2012. The big volume has presented a new challenge to the automaker's after-sales service, which has been improved with its never-ending effort in providing better service experience for customers.

Since 2009, Geely Automobile has launched the "1-2-3 Quality Service Program", which includes one aim, two standardizations and three improvements: to set customer satisfaction as the aim; to standardize service procedures and maintenance and repair operation; to improve maintenance and repair skills, service image and qualification of employees.

Since 2010, the company has optimized its service stations through setting stricter rules for admittance with 212 outlets shut down and 126 new ones built. It has also systemized, standardized and normalized training programs of after-sales service so as to facilitate its dealers in delivering better sales performance. Geely Automobile Shanghai Training Center has been established with 3-million-yuan investment, offering training programs in terms of after-sales service to employees from over 800 dealers nationwide.

Meanwhile, Geely has developed a service concept of "detail care" by six types of service practice: Care at Home, Care on the Road, Four Seasons Care, Care Classroom, Care Center and Care Club. Four Seasons Care, as a core program of detail care, means providing tailored service programs according to users' different needs in different seasons.

Care at Home shows Geely's transfer from passive care to active care while solving problems for users located in areas that have not been covered by the automaker's service network, making its service quick and easily accessible.

"We have established more than 800 service stations, but users in rural areas still have no access to after-sales service. That's why we bring to them these services, which have been well recognized," said Linjie, General Manager of Geely Auto After-Sales Service Co, Ltd.

Today Geely is creating itself as a service brand, transferring from passive warranty service to active care, and from saving the brand through service to creating the brand through service. The initiative has fueled the improvement of the automaker's service quality.



Posted in: Companies

blog comments powered by Disqus