customer satisfaction in automotive industry
TRANSCRIPT
CUSTOMER SATISFACTION IN THE AUTOMOTIVE INDUSTRY
Prepared by:
1.Mouawia Al Lababidi 2.Carlos Castro 3.Colin Chirairo 4.Aundrea Cozzo 5.Tomasz Gerula 6. Natalia Kudelina 7. Tudor Opris 8.Nataliya Penkova 9. Migiwa Sakurai 10. Nicholas Thomson
Agenda
Introduction Customer Satisfaction in Hospitality Industry Brand Expectations Hotel Group Analysis/ Recommendations Conclusion
Introduction What is the problem?
Brand value and customer satisfaction gap
Aim To increase the total car purchase and service
experience Apply the practices of the Hotel industry
How can the hospitality industry improve the automotive industry
CRM Creating value through service An example
What customers expect from Strong Hotel Brands
Comfort/Convenience Efficiency of Employees Price Special Value/Adding Services Quality of Product Image/Brand-Named Recognition
Remarkable growth of the online travel marketplace.
! 75% of adults in the US – TIA doing travel research
Direct vs. Indirect Online Distribution
Overall for the Industry (USA) (Merrill Lynch, HeBS)
Hotel Branded Websites:
Intermediary Websites
53%
47% 2003
54%
46% 2005
60%
40% 2007
62%
38% 2008
65%
35% 2010
North America
Europe
APAC
2005
42%
15%
9%
2008
60%
41%
20%
Online travel adoption rate (PhoCusWright 2007)
Companies’ Focus
"To become the world's leading consumer company for automotive products and services.”
"To sustain profitable growth by providing the best customer experience and dealer support.”
“Four Seasons is dedicated to perfecting the travel experience
through continuous innovation and the highest standards of hospitality. From elegant
surroundings of the finest quality, to caring, highly personalized 24-hour service, Four
Seasons embodies a true home away from home for those who know and appreciate the
best. The deeply instilled Four Seasons culture Is personified in its employees ミ people
who share a single focus and are inspired to offer great service.”
Four Seasons Hotels and Resorts 35,000 employees 82 properties 34 countries
Brand Values & Company Guidelines
Brand Value Four Seasons stands for
Strong Premium Brand Personal service Excellent Experience To be a part of it /Ownership
Guidelines Golden Rule “Do unto others as you would have others do unto
you” Service Consistency = Advantage “Home away from home” concept
Differentiation
Luxurious amenities, services Personal touch Listen to customers Go above and beyond for the guest Employees treated like guests
Sales & Marketing Concept
Premium brand = ability to charge higher prices Adopted differentiation focus strategy
“Software” rather than “hardware” Market and promote luxury
Marketing Mix amongst the Hospitality and Automotive Industry
Product Intangible (hospitality) Tangible (automotive)
HR Processes & Employee Loyalty 18% turnover (CNNMoney) 21% growth rate per yr. Hiring process
4 interview process, attitude and behavior Management programs recruit from top colleges
Training probationary period improvisational training Orientation, ongoing training (Kusluvan, S. p.439)
Retain employees Self fulfilling prophecy Incentives and benefits
Free room nights Employee discounts Internal promotion, traveling opportunities
International Standardization
Mission & Vision Facilities & Amenities Procedures Flexibility (Culture), adaptation Incentive & Development Programs
Rotman University, Toronto, 2007
Recommendations Recruitment Policies
Involve your employees and convey your corporate culture
Be customer oriented rather than profit oriented
Achieve consistency of services and make recent checks
After Sales Processes
Conclusion
CUSTOMER SATISFACTION IN THE AUTOMOTIVE INDUSTRY
Prepared by:
1.Mouawia Al Lababidi 2.Carlos Castro 3.Colin Chirairo 4.Aundrea Cozzo 5.Tomasz Gerula 6. Natalia Kudelina 7. Tudor Opris 8.Nataliya Penkova 9. Migiwa Sakurai 10. Nicholas Thomson
Resources Best Face Forward (Rayport, J.F. & Jaworski, B.J. p.96).
CNNMoney.com
Customer Relationship Management (n.d.). Retrieved November 19, 2008 from the http://www.answers.com/topic/customer-relationship-management.
http://www.fourseasons.com/employment/hotel_divisions
Managing Employee Attitudes and Behaviors in the Tourism and Hospitality Industry (Kusluvan, S. p.439).
Ryals, L. (n.d.). Retrieved Novemeber 19, 2008 from the https://www.som.cranfield.ac.uk/som/news/manfocus/downloads/crm.doc