cadillac roadside service technician program may 18, 2010
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Customer Care & Aftersales 1
Cadillac Roadside Service Technician Program
May 18, 2010
GM CONFIDENTIAL 2Customer Care & Aftersales 2
Program Objective
The GM Roadside Service Technician Program allows a uniformed dealership technician to travel to a stranded customer and offer roadside assistance for light services and minor repairs
Dealers provide the service truck, tools, parts and technician
Dispatches & Dealer Participation
56,996 (75%) total technician dispatches accepted (CY 2009) – 76,282 offered 167 dealers participate in the base Technician Program, 185 active technicians 97 dealers participate in the recognition program, 108 active technicians (Apr 27,
2010)
Benefits
Increased customer satisfaction Generates CSAT Top Box score 9 pts. above overall satisfaction vs. the non-tech program Consistently has generated a Top Box CSAT score of 90-94% Customer convenience Caters to premium customer clientele Promotes stronger relationship between customer and dealership Competitive with similar programs for premium customers
GM Roadside AssistanceCadillac Service Technician Program
GM CONFIDENTIAL 3Customer Care & Aftersales 3
Customer Satisfaction Benefits
Customer Satisfaction Top Box Performance
Likelihood To Consider a GM Vehicle
9798
97 97
80
84
8180
60
65
70
75
80
85
90
95
100
Total Roadside Cadillac/Hummer/Saab Tech
Cadillac/Hummer/Saab Non-Tech
Non Prem Division-NonTech
Very/Somewhat likely to consider GM Very likely to consider GM
Both Customer Satisfaction and Likelihood To Consider a GM Vehicle survey results indicate a statistically significant improvement with utilization of the Roadside Master Service Technician Program
(4315) (987) (1126) (2202)
86
77
8582
92
8389 90
82
74
8378
0%
20%
40%
60%
80%
100%
Oct-09 Nov-09 Dec-09 2009 YTD
Total Cadillac Cadillac Tech* Cadillac Non-Tech
GM CONFIDENTIAL 4Customer Care & Aftersales 4
Voice of the Customer
Customer Verbatims for Cadillac Technicians• T ALEXANDER They were absolutely on the ball they took the information they said the
gentlemen would be here in two hours. He came in less than two hours and called before he came. He was just the nicest young man. He was very knowledgeable and very polite. I couldn't have had a better experience. This was the first time I've ever used it and I was actually blown away.
• P SCHILDTHe was courteous, he was professional and kept me abreast of his arrival time. Straight up professional.
• F GARVEY ‘ He arrived early, he was prepared to change the tire, but when I asked
him if he could repair the tire he went to his truck and he had all the equipment to do the job. So in my experience he went over and above the call of duty and was very quick.
• C PHILLIPS He was perfect. I know they were busy, they made room for me so everything was great!
GM CONFIDENTIAL 5Customer Care & Aftersales 5
Roadside Service Tech Program Payment Structure
Technician Services (labor opt 6720) Service Fee - $35 60% Prem. Over Labor Opt Rate ½ Hour Minimum $1 per mile >30 miles (one way) Normal Labor Opt
Misc. Expense (gone on arrival $35.00)
Vehicle Support Assistance $200 per month per dealership (if eligibility is met) 80% Dealer Availability (based on hours set) 80% Call Acceptance
GM CONFIDENTIAL 6Customer Care & Aftersales 6
GM CONFIDENTIAL 7Customer Care & Aftersales 7
Cadillac Roadside Service Tech Program Why you should enroll in base program
Increased Customer SatisfactionSurvey scores increase typically a minimum of 9 pts. Above non-tech dispatchWill “wow your” customersCSAT Top Box 90%-94%
Additional opportunities to service Cadillac customers in your areaPotentially retain or gain new customers and sell more vehicles (in and out of
warranty customers)
Roadside dispatches to your technician firstDependent upon your radius, your tech may get first dibs on the dispatch
GM Roadside vehicle support$200/month subject to dealer qualifying 80% acceptance and 80% availability
Customer Care & Aftersales 8
Cadillac Service Manager Concerns
GM CONFIDENTIAL 9Customer Care & Aftersales 9
Cadillac National Service Manager’s Council
“Numerous stores have pulled out of Roadside due to the lack of incentive to the dealership. It’s been years since we’ve seen an increase in our base roadside fee, yet gasoline prices have increased three fold. Is there anything being done to provide any additional incentives to remain in the program?” (Tim Hilsey – Hill Cadillac)
Roadside Assistance Manager, Stacey Dick
GM CONFIDENTIAL 10Customer Care & Aftersales 10
Q: Participation has been decreasing due to lack of funding A: Customer Retention & Satisfaction
Cadillac is committed to supporting the Cadillac Technician Program
July 17, 2009 Letter from Steve Hill, General Sales Mgr. Premium Channel Increase service fee from $35.00 to $55.00 Reduce labor rate premium from 60% to 30% ½ hour minimum and $1.00 per mile surcharge no longer applies
August 17, 2009 Letter from Ed Peper, Cadillac General Sales Manager Due to dealer feedback suspended making changes to program Moving forward - look at opportunities to enhance Cadillac ownership
experience
March 23, 2010 – Launched enrollment for 2010 Recognition Program Increased award budget by 5 times Includes awards for technicians and service managers Enhanced reporting capabilities
o On-line enrollment in recognition program w/on-line reportso On-line Tech Analysis Report generated twice per montho Time-out listed on Tech Analysis report
Summer 2010 – Relaunch base Cadillac Roadside Service Technician Program Create meeting in a box for Wholesale Tech analysis research to identify most beneficial areas to expand program
GM CONFIDENTIAL 11Customer Care & Aftersales 11
Cadillac National Service Manager’s Council
“It seems that Roadside is still dispatching independent providers for jump starts, lockouts, fuel delivery, etc., without first giving the dealership the opportunity to field the call. It was our understanding that for all customers requiring a roadside event our technicians would be given top billing.” (Mark Jones – Bayview Cadillac)
Roadside Assistance Manager, Stacey Dick
GM CONFIDENTIAL 12Customer Care & Aftersales 12
Q: Roadside is dispatching to independents not techs A: Dispatch hierarchy directs calls to techs
Dispatch Hierarchy
1a – Selling (if applicable) Cadillac Tech (paged)
1b – Closest Cadillac Tech (paged)
2nd - Closest Cadillac Tech (called)
3rd - Closest Cadillac Tech (called)
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4th - Dealer Preferred Service Provider
5th – In Network Service Provider
Dealer Flexibility
Dealer/Service Manager set hours for Dealer Availability Dealer/Service Manager set hours for radius (min 30 mile radius)
GM CONFIDENTIAL 13Customer Care & Aftersales 13
Cadillac National Service Manager’s Council
“Negative CSI surveys have been generated due to rude roadside assistance agents. We have seen surveys returned with comments praising the technician but the customer slays us on the survey because of the rude advisor. “ (Mark Jones – Bayview Cadillac)
Roadside Assistance Manager, Stacey Dick
GM CONFIDENTIAL 14Customer Care & Aftersales 14
Q: Negative CSI due to Rude AdvisorsA: Latest Top Box CSI Results
86 86 87 86 86
0%
20%
40%
60%
80%
100%
Total Roadside
YE 2008 YE 2009 Jan-10 Feb-10 Mar-10
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