Porsche 2011 Annual Report Download - page 78

ners at the Porsche centers play a key role in deliver-
ing and ensuring these high support standards. Cus-
tomer satisfaction with the Porsche's products and
services is monitored around the globe and end-to-
end, creating the information base needed for meas-
ures that customers can perceive directly and that
establish a high level of satisfaction with Porsche.
The system encompassing the monitoring of cus-
tomer satisfaction coupled with direct customer care
processes received the Best Practice Award for best
enhancement of customer relationship management
at CRM Expo 2011.
The success of the unique customer orienta-
tion at Porsche is manifested in the numerous pole
positions Porsche has taken in a wide variety of
international studies. For instance, the reputable US
market research firm, J. D. Power and Associates
ranks Porsche as the most attractive brand in one of
its studies. Porsche came first in the Automotive
Performance, Execution and Layout (APEAL) study
for the seventh consecutive time. In the vehicle rank-
ings, the study identified the Porsche 911 and Por-
sche Cayenne as the best cars in their respective
segments. The annual market research study is
based on a survey of about 73,000 new vehicle
buyers on a total of 234 different models registered
in the period from November 2010 through February
2011. The overall rating aggregates the results from
ten different categories, including handling and de-
sign, but also the suitability for everyday use and
comfort of cars. In a study conducted by the US
automotive consulting firm Autopacific, the Porsche
911 took first place, claiming the Vehicle Satisfaction
Award. The study surveyed 42,000 vehicle owners
who judged their new vehicles in 48 categories,
including acceleration, design and comfort.
Sales
Porsche dealership network extended
Porsche’s dealership network has grown
steadily in recent years. More than 200 million euro
has been invested each year to offer customers a
purchasing and service experience that is appropriate
for the brand. At the end of the fiscal year 2011, a
total of 730 dealerships served Porsche customers
worldwide. The foundation for the future development
of the dealership network was laid in the fiscal year
with the launch of Strategy 2018. Going forward,
Porsche intends to continue growing profitably to-
gether with its dealership partners and to tap all
available market potential.
Porsche reaches highest level of
customer satisfaction
Many Porsche owners stay loyal to the
Porsche brand time and time again: they do not just
buy one Porsche car; they find themselves returning
to Porsche with enthusiasm and buying several cars
or owning more than one Porsche. That is the clear-
est proof of the extremely high level of satisfaction
and identification with the Porsche brand. This
marked loyalty of drivers is anchored in the high level
of product quality and the premium customer service
throughout the entire customer life cycle. Here too,
Porsche does not leave anything to chance in order
to ensure the best possible customer support at all
times. The dedicated and highly professional part-
GROUP MANAGEMENT REPORT78