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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