Porsche 2014 Annual Report Download - page 37

071070 Annual Report Porsche AG 2014
SALES
PROFESSIONAL SERVICE
The focus of activities in nancial year 2014 was square-
ly on the market launches of the new Macan SUV series
and the super sports car 918 Spyder. Porsche brilliantly
mastered the challenge of simultaneously meeting the
new customer requirements of the high-volume Macan
segment while oering exclusive and individualised
customer service for the 918 Spyder. The paramount ob-
jective of Porsche After Sales is to oer every customer
a tailored and unique service experience.
Extensive construction measures have been realised at
a large number of Porsche Centres around the world in
order to make it possible to provide optimal service for
the signicantly increased volume of vehicles following
the introduction of the Macan. In addition, Porsche has
provided extensive training to more than 4,000 After
Sales employees in its global retail organisation, thus
preparing them to service all of the new vehicle models
and their customers. At the same time, the Porsche
Centres were supplied with all of the new spare parts and
special tools. The further expansion of the central spare
parts warehouse in Sachsenheim played a key role in this
aspect.
Groundbreaking new technology and exclusivity are the
hallmarks of the 918 Spyder. It is only logical that a
sports car of this calibre would also set the bar higher
where service and repairs are concerned. Porsche’s
solution: an exclusive, specially tailored, multi-level ser-
vice concept for the 918 Spyder. This concept provides
for a specially trained team of national and international
experts to help Porsche’s retail partners nd the right
approach to every challenge. It therefore ensures that the
right specialist is available to perform any work required
on any 918 Spyder.
Porsche’s premium service oering has been systemati-
cally expanded in order to ensure brand and customer
exclusivity as well as to enhance long-term customer
satisfaction and loyalty following their purchase and in
their daily experience of driving the vehicle. The con-
tinued development of the spare parts portfolio for
engine repairs means that it is now possible to oer
customers repairs at prices which reect the current
value of their vehicle. Following the introduction of the
Porsche Intelligent Repair Solutions System (PIRS), repair
solutions are systematically exchanged throughout the
global retail organisation. This has made it possible to
drastically reduce the time it takes to diagnose problems
and to further increase the quality of repairs.
Growth over recent years means that Porsche After Sales
currently services approximately 1.65 million vehicles
around the world. That gure will continue to grow in the
future. At the same time, Porsche’s primary goal will be
to oer an exclusive, individualised and unique service
experience to Porsche customers.
CUSTOMERS FOR LIFE THANKS TO CUSTOMER ENTHUSIASM
Porsche has been very successful in acquiring new
customers and sparking their enthusiasm for the Porsche
brand. While satised customers will buy another
Porsche, enthusiastic customers will recommend a
Porsche as die-hard brand ambassadors. The Macan can
be considered a complete success: in Germany alone,
more than 66 percent of Porsche’s customers got their
rst taste of the brand by driving this model.
Many customers buy Porsche after Porsche, and often
own more than one at a time. 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. Dedicated and professional partners
at the Porsche Centres around the world play a vital role
in implementing and ensuring compliance with the high
level of service oered. Moreover, Porsche was one
of the rst automotive manufacturers to systematically
maintain all key customer contact information in an
international Customer Experience Management initiative
to ensure that customers receive an exciting customer
experience. Porsche customers and prospective custom-
ers are contacted approximately 20 times per year. With
some ve million existing and prospective customers,
SALES, PRODUCTION AND
PROCUREMENT
that makes 100 million opportunities to generate customer
enthusiasm every year. The systematic development and
introduction of customer service processes take place on
a global scale to ensure that customers in every Porsche
market can experience the unique experience of buying
and owning a Porsche.
THE MOST ATTRACTIVE BRAND
The uniqueness of this customer experience is conrmed
by a number of international studies. For instance,
according to the renowned U.S.-based market research
institution J.D. Power and Associates, Porsche is the
most attractive brand. In the Automotive Performance,
Execution and Layout Study (APEAL), Porsche was
ranked rst with a record-breaking number of points, for
the tenth time in a row. The 911, Cayenne, Boxster and
Cayman models were once again voted best-in-class for
their respective segments in the study. The annual survey
is conducted on the basis of information provided by
more than 86,000 new owners of a total of 239 dierent
models.
In Germany, too, Porsche leads the pack: in the J.D.
Power VOSS (“Vehicle Ownership Satisfaction Study”),
drivers ranked Porsche as the best automotive brand.
Porsche also received extremely high marks in Germany
in one of the most wide-ranging auto-related surveys–
more than 115,000 readers of “auto, motor und sport”
magazine (ams) voted for their candidates for Best Cars
2014 in ten categories; Porsche nished rst with the
911 and 911 Cabrio in the sports car and convertible
categories.
The readers of the “sport auto” magazine named six
Porsche sports cars as the most popular models for
the third time in a row. The 911 Carrera S Cabrio, the
911 Turbo S, the 911 Turbo S Cabrio, the 911 GT3, the
Boxster and the 918 Spyder all beat their competitors
in their respective categories. Two vehicles won the title
“2014 World Champion” for the smallest loss of value in
percentage terms in the luxury and sports car categories
of Auto Bild and Schwacke: the Porsche Panamera 4S
Executive and the 911 Carrera S Cabrio. These two are
considered the best cars in their classes in terms of
stable value.
Porsche received special mention as best automotive
manufacturer in the “Germany’s Customer Champions
2014” competition. In a competition based on a repre-
sentative customer survey, the brand’s image, perfor-
mance and frequency of recommendation are assessed,
as well as the competence and reliability of employees. In
a direct comparison with its competition, Porsche clearly
outperforms. In the U.S., Porsche’s Lost Customer Pro-
gramme initiated to win back lost customers was award-
ed the Stevie Award for Sales and Customer Service,
which is bestowed each year by a jury of 200 experts. In
addition, the premier consumer advice magazine Kelley
Blue Book presented Porsche with a Brand Image Award.
After taking the prize in 2011 and 2012, Porsche won
the Best Performance Luxury Brand award for the third
time in 2014. In addition, the Macan was voted Most Fun
SUV of 2014. The 918 Spyder was celebrated by Popular
Science with the Best of what’s new Award for being
the Most Advanced Hybrid Supercar. At the same time,
Porsche was named Top Luxury Brand for the second
time in a row in AutoPacic’s 2014 Ideal Vehicle Awards.
Porsche is focusing on building up and deepening long-
term customer relationships. The maxim “customer for
life” is an integral component of Porsche’s corporate
culture. The high level of customer satisfaction under-
scores this. For this reason, customer enthusiasm is a
top priority of the Strategy 2018 initiative.