CHUNG-LI, Taiwan — In Taiwan, customers are like family. Ford Lio Ho, Ford’s local joint venture, launched a “Customer Satisfaction Day” campaign to further promote efficient customer service (CS) among dealers and to provide an even better customer experience.
Under the Taiwan Better Plan introduced last year, objectives for CS include meeting the customer view point (CVP) goal of Ford Asia Pacific, raising the customer repurchase rate and customer retention rate, and breaking into top 3 non-luxury auto brands ranked by J. D. Power –a global market researcher that is renowned for the reliability and integrity of its customer satisfaction survey results -- in three years.
The campaign also aims to raise the bar on customer service from “spontaneous” to “treating customers as family.”
The launch of the campaign was attended by 130 FLH executives, members of the Taiwan Operating Committee (TOC) and FLH Sales and Customer Service Department, dealer principals, retail managers and related personnel.
“Our after sales service shall also Go Further alongside the introduction of more One Ford vehicles under the Taiwan Better Plan,” said Thomas Fann, president, Ford Lio Ho. “2013 sees the transformation of our customer service. Achieving the objectives in three years does not only mean serving car buyers, but also our dealership partners, whom we should also treat as customers.”
CS objectives also receive full support from the dealers.
“Customer satisfaction is the foundation of our sustainable operation strategy,” said Wu Yung-chin, a Ford dealer general manager, “We make no compromise when it comes to customer services.”
During the progress review meeting held after the launch of the campaign, FLH invited Hsu Chung-jen, ex-president of the President Chain Store Corp, which operates nearly 5,000 7-11 convenient stores in Taiwan, to share his experience about customer service.
“Training and communication are important. However, you need to have a training scheme or communication channel that can be perceived by your employees. You need to have something so simple, that even a fourth grader can understand,” said Hsu, when asked by Ford dealers about how he standardized the service of all of the company’s chain stores around the island.
FLH and Ford dealers also discussed the top issues regarding service optimization at the meeting.
“As Ford Lio Ho continues to introduce more top-ranked Ford vehicles, we are committed to improving our services. I am confident that Ford will become a top three brand in Taiwan,” said Wu Yung-fu, another Ford dealer executive.