Syafruddin Chan

Syafruddin Chan
Contributor
Jakarta

The writer is the author of "Relationship Marketing: Marketing
innovation that wins the hearts of customers".

Automotive manufacturers realize that the overall revenue,
indeed, the major portion of profits may be attributed to its
after sales business. This may consist of anything from the
simplest maintenance procedures, or change of parts, to major
repairs, such as an engine overhaul, or a crashed car repaired to
its purchase state.

Today, many car makers have made membership to exclusive clubs
-- for example, Car Owners' Club -- available to their customers.
Immediately after one purchases a car, customers are entitled to
membership. By registering personal data and the vehicle
information number (VIN) of the newly purchased car, customers
may enjoy a personal, customized page on the company's website.

The company, via the Internet, then sends the customer regular
reminders related to the car's maintenance, such as services
required every 5,000 or 10,000 kilometers. This way the car owner
is conveniently assisted in maintaining the ultimate condition of
his car. Of course, most of the periodic services are included as
part of a new car purchase deal. Also, the customer can easily
check the addresses of authorized workshops throughout the
country, should any problem with the car arise while on the road.
Most of the workshops operate around the clock, even on holidays.

Thanks to an advanced automatic part ordering system, car
owners are seldom disappointed with answers like: "Sorry, that
part is not available." Parts are neatly classified into fast
moving, average, slow or "dead stock". The staff that handle
inventory, record each part that is used and this data in real
time is sent online to the head office and central warehouse for
automatic processing. A new part is then sent to the workshop to
replace the one already used. Similar to the tracking system used
by major courier companies, both the head office and central
warehouse as well as the recipient -- in this case, the workshop
-- can easily track the timing and whereabouts of the delivery.

By becoming a member of the club, there is another advantage.
Car owners are provided with Internet guides -- with moving
pictures -- to show them how to take care of their car and do
some minor services or repairs on their own. For the adventurous
type -- or for those who love to tinker with engines -- the more
detailed "Do it yourself part replacement" is also provided. This
includes information on how to change oil filters, adjust breaks
and so forth.

The service history of each car is also stored on the
internet. Car owners can access it by using a personal password.
This data is kept not only by the servicing workshop but by the
entire network, including the head office. Thus, it is more
convenient for both the car owner and the mechanic. The entire
service network can refer to the car's history to fix problems.

For the mechanics of major car manufacturers, the days of
disappointment are almost over. Problems are no longer tackled on
a "trial and error" basis. One visit to a workshop -- equipped
with the latest technology and professional mechanics -- is
almost guaranteed to relieve your headache. It is a world away
from the kind of service provided by "average" workshops -- where
probably you have to make more than one visit, or, worse, find
out that faulty part you just forked out extra cash to replace
was not even the problem!

As well as the high competence of professional mechanics
employed by authorized workshops, a database is also available to
provide solutions to all kinds of problems. This database is a
collection of similar problems recurring across the globe. Its
compilation is indeed an instant relief. The engineer's or the
mechanic's expertise and past experience, as well as the instant
information provided by the database, makes problem solving much
quicker and easier.

However, that is not all. The state-of-the-art equipment in
the workshops also assists the mechanics in diagnostic tests. For
example, when a car cannot be started, a diagnostic plug is
connected to the onboard electronic control unit, and -- almost
magically -- solutions are presented on the computer screen. The
combination of the mechanics' expertise and experience, and all
these sophisticated gadgets, really makes life easy for both
sides -- the workshop and the car owner.

Just like fast-moving consumer goods or credit cards, car
manufacturers also apply a "reward point" concept. The more often
a customer conducts transactions -- either through the Internet,
sales office, or workshop -- the larger the reward points.
Customers are then categorized into gold or silver tiers.
Naturally, the gold cluster receives more benefits, such as gifts
and the like. But, excellent overall service is the same for both
groups.

Furthermore, marketing surveys of current customers, as well
as potential ones, are also regularly conducted to discover new
trends and attitudes. While some buyers may be faithful to their
car for years, today's fickle customers are often "model
conscious", meaning they may buy, resell and buy more than once
in a year.

Whatever the type of customer -- the one faithful to his car
for years, or the eager "hunter" of newly launched models -- car
marketers realize that after sales service is vital to
maintaining customer loyalty. This is far from the after sales
service of the past -- when customers traipsed back and forth and
could only hazard a guess at what exactly was being tampered
with. Today's after sales service is highly sophisticated and
inspired by the drive toward customer satisfaction, which in the
end is the ultimate goal.

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