|
Mike Lyden Volvo Incentive Program for Superior Dealer
Service Table of Contents
I.
Introduction
II.
Overview of
A.
Incentive Program
B.
Training Program
C.
Customer Service Program
III.
Evaluation of the
A.
Strengths
B.
Weaknesses
IV.
Recommendations
A.
Publicizing to current owners
1.
Perspective
2.
Posters
3.
Mailings
B.
Publicizing to prospective owners
1.
Magazines
2.
Billboards
V.
Current Status
A.
Seventy-fifth Anniversary
B.
Revered Status Company Overview Volvo
was started in 1927. It is, today,
one of the world’s largest producers of trucks, buses and construction
equipment. Volvo focuses on core values - quality, safety,
and environmental care and service operations. The Volvo International Service Technical Association
(VISTA) is a program instituted by Volvo to ensure quality customer
service. Program Objectives The
objectives of the VISTA program are; to develop and maintain a high
level of competence and proficiency among Volvo after-sales personnel;
to train personnel in the use of new Volvo information technology and
methods which support daily processes; to motivate and focus attention
on Volvo after-sales personnel and the important role they play in the
business; and to reinforce the knowledge of the importance of customer
satisfaction. Program Description Many
people within the Volvo organization have the firm belief that The
Evaluation of
The
Top
qualifiers, after certification, will have the benefit of knowing that
they are the most respected in their field.
They will become extremely valued assets to their dealerships,
providing a very high quality customer service at a reasonable price.
Strengths The
After
certification, top qualifiers become extremely valued assets to their
dealerships, providing quality customer service. A
high percentage of dealers and technicians are involved in the program.
This helps to establish and ensure a worldwide standard. Allows
technicians to be more involved with Volvo and to update their skills,
as well as remind them that they are part of a bigger picture. Performance
in the competition is advertised, which serves as promotion for both
Volvo and the Weaknesses The
only weakness we could see is the apparent lack of promotion for the
program and the quality service that it would provide to its current
owners and prospective owners. Recommendations Publicize
that the program does indeed exist, and explain what it is and what
it does. These promotions should be targeted at both
current and prospective customers as it benefits both. No
hassle, high quality service in the maintenance department of a dealership
could be a rather large selling point for any vehicle.
A campaign aimed at prospective customers should emphasize that,
even though Volvos rarely need it, maintenance is still a necessity
and should be taken care of at an authorized and certified location. Additionally,
targeting current owners of Volvos would accentuate that Volvo-specific
mechanics will know the best and most efficient way of maintaining their
vehicles. To
reach these target markets, the following methods can be utilized: at
dealerships, posters, as well as any newsletters or mailings they may
have, can be used to show that they are Billboards
and magazine spots can be employed to target owners and buyers.
Billboards on high-traffic roadways can be geared toward commuters. Magazine ads can be placed in Car magazines
like Car&Driver, Automobile, and MotorTrend, and of particular interest would be getting a
spot in Consumer Reports. Current Status For
75 years, Volvo has been committed to excellence. As they mark their
75th anniversary this year, J.D. Power and Associates has announced
them as the top-ranked European carmaker in quality and service. Volvo's
2002 models made the Top 5 in both the Initial Quality Study and Customer
Service Index, ahead of Mercedes, BMW and Audi. Being
the top-ranked European automaker in service is no easy feat.
This is especially true when considering what brands Volvo competes
with. It seems to me that the
|