In today's digital age, internet connectivity has become a fundamental necessity, and the automotive industry is no exception. Now, customers can explore a wide range of vehicles from the comfort of their homes. Peugeot has set a high bar for its dealer network, aiming to be among the best in customer service. This initiative has been bolstered by Peugeot's strong sales performance, even during traditionally slow months.
Peugeot is revolutionizing customer relations by setting high standards for its dealer network. Despite a challenging market, Peugeot's sales have surged, thanks to award-winning models and innovative customer service initiatives. The introduction of a Predictive Marketing CRM tool and the Podium 2012 customer satisfaction program are key strategies in this transformation. These efforts aim to enhance customer retention and satisfaction, ensuring Peugeot remains a top choice for car buyers.
Peugeot has continued its robust sales performance from 2010, even during the typically slow month of August. The success of models like the 3008, 5008, and RCZ has been instrumental in this achievement. Despite a market decline of 17.6% by August, Peugeot managed to match its 2009 sales performance. The appeal of these new models has helped Peugeot increase its year-to-date sales by 16.8%, in a market that has grown by 13.2% (source).
Peugeot has introduced a Predictive Marketing CRM tool for its dealer network, developed by Polk. This tool extracts invoice data daily from the Dealer's DMS to create an accurate profile of the vehicle's likely servicing needs. The system then automatically identifies the optimal time to contact the customer about their next servicing event. This allows dealers to communicate with customers in a timely and relevant manner, thereby building stronger relationships.
The Podium 2012 program is another significant initiative aimed at improving customer satisfaction. Based on data from the JD Power Vehicle Ownership Satisfaction Survey and the New Car Buyers Survey, this program involves 3,500 customer-facing manufacturer and dealership employees. These employees will participate in one of nine events held across the country over six weeks. The goal is to challenge and redefine customer service standards, aiming to be in the top three in any satisfaction measurement by 2012.
The program focuses on best practices in 11 areas, including dealership welcome, vehicle handover, and explaining service and repairs. Following the Podium 2012 program, a set of operational standards will be implemented to ensure consistent and high-quality customer service.
David Higgins, Director of Parts & Service at Peugeot UK, emphasized the importance of modern communication tools. "In a world of modern communications, it is essential for Dealers to have the best tools available so that they can continue to offer the right services to customers at the right time and in the most convenient way," he said. The Predictive Marketing CRM tool and electronic vehicle health-check tools will help Peugeot dealers optimize workflow and deliver first-class customer satisfaction.
Jon Goodman, Managing Director of Peugeot UK, highlighted the need for dealers to focus on brand strengths rather than just deals. "Dealers have got to stop basing sales on the deal and win customers over on the brand strengths and the appeal of the car. When the customer wants to buy, then the dealer should talk about the price," Goodman stated.
Peugeot's initiatives are part of a two-year overhaul of its dealer network, culminating in 2010 under the banner 'back to growth' with a focus on customer satisfaction. These efforts are designed to ensure that the Peugeot experience is positive throughout the life of the vehicle, thereby fostering long-term customer loyalty.
By leveraging innovative tools and focusing on customer satisfaction, Peugeot is well-positioned to navigate the challenges of the automotive market and continue its growth trajectory.
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