Chrysler 2012 Annual Report Download - page 90

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Report on Operations
Interaction with Customers
To ensure continuous improvement in customer satisfaction and loyalty, the Group has oriented its activities – including marketing, sales
and technical support – around the needs of the customer. As part of that process, dedicated Customer Care organizations have been
established in each of the four Regions (NAFTA, LATAM, APAC and EMEA).
Together with dealers, the Customer Contact Centers (CCC) represent an essential channel of communication with customers. The 25
Contact Centers and around 1,000 customer care professionals located around the world manage some 10 million contacts a year.
They offer a variety of services ranging from information, to complaint management and coordination of roadside assistance, where
offered.
To measure the level of satisfaction of customers using the Customer Contact Centers and improve the quality of service, the Group
monitors and analyzes a number of indicators, such as total number of contacts managed, satisfaction indexes for information and
complaints, average response times and vehicle downtimes.
Innovation and experimentation with new customer contact channels continue to be an important part of the Customer Care process.
During 2012, the Group further developed the mobile channel with applications for all brands now also available for Android and Google
Play (iPhone application launched in 2011). Several pilot projects were also launched on the leading social network sites and, on the
basis of the results, those projects will be further developed.