Porsche 2009 Annual Report Download - page 77

core markets. Škoda has also ranked among the
leaders in terms of brand loyalty for many years. In its
commercial fleet customer business, the Volkswagen
group has a strong customer base in Germany and
the rest of Europe. The group’s principal advantage is
that its competitive product portfolio can satisfy cus-
tomers’ individual mobility requirements in a one-step
service. Particularly in Germany, its strong market
positioning is supported by Volkswagen Leasing
GmbH, whose leasing services and close cooperation
with the sales organization give the group an edge
over its competitors.
Professional service
In the field of service, the Porsche Zwischen-
holding GmbH group continued to foster the profes-
sionalization of its worldwide retail organization. One
focus of these activities was the development of train-
ing programs for service technicians, with special
emphasis on conditions in growth markets. For exam-
ple, rapid professional training for new service techni-
cians and mentor training for the Porsche centers
were developed for the Chinese market. These pro-
grams are now being adapted for other growth mar-
kets such as Latin America and the Middle East.
The promotion of direct dialog bay, the focus
on repair quality, and continuous auditing of the retail
organization are bearing fruit. For example, Porsche
gained eight percentage points in the “Good Customer
Service” category of the “auto motor und sport”
reader survey of Porsche drivers, taking first place.
The Volkswagen group also continued to en-
hance its customer service processes in the reporting
year. The group’s improved repair service and higher
product quality in particular went a long way towards
reducing the number of repeat repairs. In order to
progressively increase customer satisfaction, the
specialist areas, importers and sales companies par-
ticipating in the customer satisfaction program are
developing globally applicable standards for the proc-
esses – from product development to sales to after-
sales service. The “Customer Satisfaction Forum”
comprising representatives from the quality assur-
ance, sales and technical engineering division coordi-
nates the systematic implementation of these meas-
ures. This interdisciplinary approach enables projects
that have proven to be effective in one market to be
successfully implemented in other markets.
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