Chrysler 2011 Annual Report Download - page 106

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Report on Operations
Also in 2011, several initiatives were implemented throughout the service network to enhance customer
satisfaction. The principal areas of focus were:
quality of service, through:
introduction of new tools such as the new WitechPlus diagnostic system for all FGA and Chrysler models
implementation of a qualification program for dealers’ front office staff
introduction of the Loan Tool Program, a simplified system for procurement of maintenance and repair
equipment
extension, worldwide, of a new on-line technical database, which has been further enhanced in content as
a result of the integration with Chrysler
launch of a new strategy for vehicle breakdown services, standardized throughout the European network,
including provision of courtesy cars and extension of Roadside Assistance to 24 months
uniformity of service quality, through implementation of processes and standards throughout the after-
sales network. This process also involved integration of the Chrysler network and included establishment of
service agreements, and coaching and training by FGA personnel.
monitoring of service levels through customer feedback, including targeted interviews conducted by the
Customer Service Center in Arese (Italy) to generate an indicator of the level of customer satisfaction with the
service provided by the network.
The network’s satisfaction with services provided by FGA and its personnel is also measured and the technical
support given and uniformity of that service has been further enhanced as a result of the integration with
Chrysler.
The Customer Care service (handling of customer complaints and information requests) registered further
improvements in its performance indexes. One of FGA’s key customer relationship tools is the Customer Service
Center in Arese (Italy), which serves customers, prospective customers and employees for 18 brands in 20
markets throughout Europe. In 2011, the Center handled a total of 5 million contacts, while continuing to
maintain high quality standards. This was achieved by further improving the integration between the Customer
Services Center and the various entities involved in the case resolution process, and by strengthening the
relationship with the network, which has been further facilitated by the introduction of customer care managers
at dealerships. The process of getting closer to the customer has also been further strengthened by the Mobile
Customer Care project, which utilizes innovative mobile communications channels to facilitate and manage the
relationship with customers. Since launch in 2010, the project’s user base in major European markets has grown
to around 150,000. Finally, at year-end 2011 the Customer Care Center had almost completed alignment of
operating procedures for Fiat and Chrysler.
Fiat Group Automobiles offers financial services in Europe, Latin America and China directly through its financial
services companies. In other major markets, Fiat Group sales activities are supported by vendor programs
offered jointly with leading partner banks.
In Europe, financial services activities are managed by FGA Capital, a 50/50 joint venture with the Crédit Agricole
group (accounted for under the equity method). FGA Capital supports the Group’s European sales activities
with dealer financing, end-customer financing and medium and long-term rental. The collaboration with Crédit
Agricole continued to perform effectively throughout 2011, meeting the Group’s expectations and commercial
needs.