In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
Wearnes Automotive, a major car distributor and dealer in Asia Pacific, has rolled out a real-time customer feedback system across seven countries. This system includes an application called Wearnes Customer Online Response & Engagement (Wearnes CORE), which sends instant alerts to service managers and senior management whenever there is a service lapse.
According to Andre Roy, CEO of Wearnes Automotive, Wearnes CORE aims to resolve any issues or dissatisfaction that a customer has experienced before he or she leaves the service centre. A proprietary iPad program and application have been specially developed for this system.
Said Roy: "This new system complements our monthly customer feedback survey and allows us to act immediately. We have noticed that a lot of times, customer dissatisfaction stems from misunderstandings that can be easily resolved on the spot. This system alerts us to this so that any service lapse is addressed before customers leave the service centres."
Wearnes began piloting the app in Wearnes' Volvo Car service centre in Singapore. The rollout across all workshops in the region is almost complete, with the system already in place in Singapore, Thailand, Hong Kong, Malaysia, Indonesia and China, with Vietnam in progress.
Wearnes CORE solicits quick feedback from customers who have taken their cars to Wearnes Automotive for servicing. Customers can grade their overall experience as 'Impressive', 'Good' or 'Could Be Better' on an iPad presented to them upon completion of a job.
if a customer selects 'Could Be Better', an SMS and email alert is sent to the brand's service manager. This allows Wearnes Automotive to respond to the situation quickly. In the majority of cases, the service manager is able to speak to the customer before they leave the service centre and resolve any issues or concerns.
To further improve customer service, all Wearnes showrooms across all car marques in the entire network will house a specially designed monitor to show the level of customer satisfaction in the region for the month.
"The system allows us to be as transparent as possible so that our customers can be confident about our service levels," said Roy.