Chrysler 2001 Annual Report Download - page 26
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The Fiat Group has always included customer satisfaction
and customer care among its core values.
In recent years, several Sectors have launched training programs
specifically designed for their sales and customer care networks.
The goal was to bring about a radical change in the corporate
culture and make customer satisfaction the focus of attention of
the entire organization. Over the years, the Sectors have developed
a wide range of mobility services designed to meet every
possible customer need when problems arise with a vehicle.
For a number of years, customer satisfaction has been
included among the criteria used to assess management
and determine their incentives at the Group level. A series of
special indicators and surveys enable Fiat to monitor customer
satisfaction on an ongoing basis and assess the extent to
which the Group’s products and services meet customer needs.
The Sector’s growing commitment in this area is demonstrated
by the continuous improvement shown by these indicators
(Customer Satisfaction Indexes), which are also used as
parameters for a management incentive system (MBO).
Some of the most significant projects carried out by Fiat Auto,
CNH Global and Iveco to improve customer satisfaction are
reviewed below.
“…Fiat Auto’s Targa Connect Service…”
In April 2001, Fiat Auto introduced its Targa Connect Service
in all of its European markets. This multimedia, interactive
infomobility service uses an innovative approach and, thanks
to an agreement with TIM, an Italian mobile communications
company, is accessible through any GSM mobile handset,
opening a new frontier in user technology.
Targa Connect offers customers throughout Europe a
cutting-edge infomobility platform that embodies the most
sophisticated levels of service, customer care and technology.
With Targa Connect, automobiles become a communications
channel, an open, dynamic and interactive system that can
receive and send data and information. By simply pressing
a button on the dashboard, motorists can reach the Arese
Contact Center, where operators speaking 14 languages
are available 24 hours a day, 365 days a year. With Targa
Connect, customers can always count on reaching someone
who is ready to provide them with assistance and meet all of their
needs. Traffic information, driving directions, roadside assistance,
information services, medical assistance and vehicle commerce
are just a few of the services available through Targa Connect.
This remarkable achievement in the automotive and satellite
communications fields was honored in September 2001 at the
Frankfurt Motor Show with the prestigious Automotive Award
in the e-communications category.
“…Customer Satisfaction & Loyalty at CNH Global…”
In spite of significant internal and external challenges in 2001,
CNH’s level of customer satisfaction continued to rise, with
a 1.1% improvement worldwide. And, more importantly,
customer loyalty to CNH products, brands, and dealerships
improved by 3.2% during the same period.
CNH recognizes that the Dealership is the primary point of
contact between CNH and the Customer, and that dealers
play a significant role in satisfying customers and keeping
them loyal.
Its aggressive global Dealer Standards Program ensures
that CNH’s dealer network is the strongest in the industry.
A Dealership's own customers, through the Customer
Satisfaction & Loyalty survey process, determine 15 to 20% of
the total points that a Dealership can earn under the program.
To assist the Dealerships in providing world-class customer
support, CNH has introduced aftersales programs that benefit
both the Dealer and the Customer:
❚A new product delivery process has been developed to
ensure that every new machine is delivered to the Customer
in top condition with no defects, and that every Customer
is fully informed on the operation and care of the machine
prior to use.
❚Dealer technicians will have access to a comprehensive,
web-based, technical information database, as well as a
knowledge-based analytical tool called ASIST that will aid
them in quickly identifying solutions to machine problems
and reducing customer repair cycle times.
❚A robust Current Product Management (CPM) process links
the central service support, engineering and manufacturing
organizations together to ensure that even the most complex
customer concerns are resolved quickly and to the customer’s
complete satisfaction.
CNH has also established Customer Response Centers
in North America and Europe to provide a single point of
contact for customers wishing to contact CNH directly.
These multi-media contact centers receive inquiries from
customers via telephone calls, the Internet, letters, and
surveys, and ensure that the customers receive an
appropriate response as quickly and efficiently as possible.
The Customer Satisfaction & Loyalty measurement and
improvement process surveyed over 270,000 customers
worldwide during 2001 to ensure that the “Voice of the
Customer” continues to be heard and acted upon at CNH.
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Fiat and ITS CUSTOMERS