Porsche 2015 Annual Report Download - page 121

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In Germany, Porsche received very high marks
in one of the largest auto-related surveys – over
112,000 readers of “auto, motor und sport”
magazine (ams) voted for their favourites for
Best Cars 2015 in ten categories. As in the
previous year, the Porsche 911 and 911 Cabrio
finished first in the sports car and convertible
categories. The Macan was also voted best
carof 2015 in the large SUV category. Readers
of the “sport auto” magazine named various
Porsche models as the most popular cars in
seven out of 15 categories, making Porsche
the most successful manufacturer overall. The
Boxster, Boxster GTS, 911 Turbo S, 911 TurboS
Cabrio, 911 Targa 4 GTS, 911 GT3 RS and
Cayman GT4 all bested their competitors in
their respective categories. “Car and Driver”
magazine also ranked the Boxster and the
Cayman among its “10 Best Cars”.
In the U.S., premier consumer advice magazine
Kelley Blue Book presented the Porsche brand
with four Brand Image Awards. Porsche was
recognised in the “Best Overall Luxury Brand”,
“Most Refined Luxury Brand”, “Best Performance
Luxury Brand” and “Best Car Styling Luxury
Brand” categories. The Cayenne S E-Hybrid
received the award “Best Resale Value – Plug- In
Vehicle”. This combines the brand’s classic
strengths from a customer perspective with
forward-looking hybrid technology. The cus-
tomer enthusiasm generated by the unique
experience of buying and owning a Porsche is
an integral component of the Company’s
strategy. But the most important thing is that
employees put customer needs at the centre
ofeverything they do and continue to go the
extra mile for our customers in the future.
Many Repeat Loyal Customers
Many Porsche owners are repeat loyal customers
of the brand – rather than just buying one model,
they are inspired by the brand time and again
and own more than one Porsche. The high level
of customer satisfaction is attributable to high
product quality and exclusive customer service
throughout the entire customer life cycle. This
motivates us to continue to meet and exceed these
high expectations in the future. One of Porsche’s
goals is therefore to further expand customer
service around the world. Porsche knows its
customers’ needs better than virtually any other
automotive manufacturer thanks to the CRM@
Porsche (“C@P”) global customer service system.
This enables Porsche to set international cus-
tomer service standards and, at the same time,
specifically address individual customer wishes.
The international measures implemented under
the Customer Experience Management initiative
aim to ensure exclusive, personal customer ser-
vice based on respect. Porsche rolled out a unique
customer service model – the “72-hour satis-
faction process” (72h-Zufriedenheitsprozess) –
around the world that not only asks customers
how satisfied they are, but also finds individual
solutions within 72 hours where possible, and
fosters relationships with dedicated and profes-
sional partners at Porsche Centres around the
world.
The success of these customer service and
customer satisfaction measures is confirmed by
numberous international studies. For the eleventh
time in a row, Porsche placed first overall in the
Automotive Performance, Execution and Layout
Study (APEAL) conducted by the renowned U.S.-
based market research institution J.D. Power and
Associates. In other words, Porsche is still the
most attractive automotive brand for U.S. drivers.
The Cayman, Cayenne and Macan 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 84,000 new owners of well over
200 different models. Porsche also performed
extremely well in the Sales Satisfaction Index
(SSI) in the U.S. and was named the best premium
brand. The SSI is also conducted every year by
J.D. Power and evaluates how satisfied new car
owners are with the purchase of their vehicle.
Best Cars
2015
is a well-earned
description of the
Porsche 911 and the
911 Cabrio, with which
Porsche masterfully
topped the sports car and
convertible categories.
117