Chrysler 2010 Annual Report Download - page 105

REPORT ON
OPERATIONS
104
OPERATING
PERFORMANCE:
CONTINUING
OPERATIONS
SERVICES
In 2010, actions were taken to improve customer response capabilities and contribute to the success of the
sales and service networks. A customer satisfaction monitoring system was also completed.
In the maintenance area, Technical Services carried out a comprehensive review of service standards and
processes and updated procedures, roles, responsibilities and tools with a view to continuous improvement
of the customer experience through competent, effective and up-to-date technical service. Product support
services for dealers and service centers were upgraded and expanded, as well as being extended geographically
to new markets outside of Europe. Technical documentation was also enhanced with new content and delivery
platforms, and Owner and Maintenance manuals were produced in electronic format, enabling improved
content access. In addition, IT support systems for the service network were upgraded and expanded.
For warranty service, in Europe introduction of the new operating model in partnership with leading third party
service providers continued and the expected cost benefits were achieved.
The Customer Service Center at Arese represents one of the sector’s most important customer relationship
tools and serves customers, prospective customers and employees in 20 markets throughout Europe. In 2010,
the number of contacts handled by the Center was up 29% over the prior year.
Customer Mobility Support provides assistance to customers at the most critical moments – when their cars
are in for service or they need roadside service – with rapid and effective support to ensure their mobility
needs are met. During the year, a new customer mobility program was launched through the official dealer
network, which contributed to a 7% increase in customer satisfaction. A similar program was developed for
corporate-owned dealerships aimed at ensuring service excellence and improving profitability and very positive
results were achieved in Italy.
Within the Customer Service Center, Customer Relations (which handles customer complaints and information
requests) registered improvements in its performance indexes, which were achieved through increased
involvement of dealers, use of centrally-integrated IT systems and operating processes, and introduction of
new communication and service platforms (e.g., mobile-based tools introduced through the Fiat Ciao Mobile
Project).
During 2010, Customer Relations was also involved with the Chrysler integration process and established the
framework for alignment of operating procedures for the Chrysler, Jeep® and Dodge brands.
Fiat Group Automobiles offers financial services in Europe, Latin America and China.
In Europe, this activity is managed by FGA Capital, a 50/50 joint venture with the Crédit Agricole group
(accounted for under the equity method).
FGA Capital supports the European sales activities of Fiat Group Automobiles through dealer financing,
end-customer financing and medium and long-term rental. The collaboration with Crédit Agricole continued to
perform effectively throughout 2010, meeting the sector’s expectations and commercial needs. In 2010, these
activities were extended to include support for Chrysler’s European distribution network and end customers.
New loans to the dealer network totaled €16,676 million (€16,963 million in 2009). Retail financing was
provided on 427,429 vehicles, representing a financed value of €5,670 million and a penetration rate of 25.8%
on sales of FGA brands (2009: 513,591 vehicles, financed value of €5,921 million and 29.3% penetration rate).
There were new medium and long-term rental agreements on 40,447 vehicles, representing a financed value
of €493 million and a penetration rate of 2.9% on sales of FGA brands (2009: 57,586 vehicle rentals, financed
value of €793 million and 3.9% penetration rate).