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Eight questions to... a parts and customer care director

Sebastiano Fedrigo

What are the main responsibilities of your role?

Fedrigo: I am responsible for customer care operations, parts and service activities and the Mopar product portfolio for the UK and Republic of Ireland. 

Mopar (a contraction of Motor Parts) backs up all brands within Fiat Chrysler Automobiles (Abarth, Alfa Romeo, Chrysler, Fiat, Fiat Professional and Jeep) and has just celebrated 80 years in business.

 

What are the most significant challenges ahead in your field of work?

Fedrigo: I can see two major challenges, one concerning the services we provide and the other related to the way consumers interact with their products and brands of choice. 

In the next few years, we will see a close fight on everything concerning care, attention and customisation of the car; this competitive scenario will generate significant margins, much more than the ‘metal’ alone.

At the same time, the digitalisation of the way consumers interact with their products will accelerate the need for more connectivity between vehicle, brand and customer. 

 

How may these challenges be overcome?

Fedrigo: Mopar is well placed to take advantage of these challenges. Customisation is in its history, not only on US products, such as the Jeep Mopar One presented at Geneva, but also in the history of what Fiat has done with the 500 family. 

In terms of care, our results year-to-date show an increase of 12% in our NPS score nationally versus last year, but with the likes of the new Stelvio and Giulia for Alfa Romeo and the new Compass for Jeep, we need to improve even further.

As for connectivity, we are developing integrated ways of managing all customer touchpoints throughout the life cycle of a vehicle via an embedded platform connected with the car and available on all devices. The aim of this is to drive loyalty to the brand and dealer of choice.

 

What attracted you to this area of expertise?

Fedrigo: I have covered most roles within the commercial operations in the automotive industry. From marketing and network development to sales and brand director for Fiat Professional, Fiat and Abarth.  

Post-sales activities (aftersales) management   allowed me to complete my experience giving me a 360-degree view of all commercial activities within the automotive business.

 

What’s the most important thing you have learned in your career, and how have you made use of it at your company?

Fedrigo: Although it might sound obvious, I have learned pretty quickly that strategy without great execution is worthless. And to execute well, communication is fundamental. 

Being able to share the vision, decline it into objectives and KPIs, timeframe it and constantly inform and receive feedback on progress, while maintaining the focus, is the hard work behind any success. I continue to apply it on any new task I have been assigned and any new team I have been working with. 

 

What drives you?

Fedrigo: Seeing the results of hard work. When I look back at when I was heading Fiat Professional and see the results in 2013-2014, the growth of the Abarth brand more recently and the great success of Fiat 500 in the UK, I really do get a kick. Plus I grew up in Monza and cars have been a passion since I was a kid. 

 

What’s your favourite app?

Fedrigo: Spotify. I am still amazed I can listen to anything I want anytime I want. 

 

How do you relax?

Fedrigo: Family road trips, football, playing guitar, and the odd weekend with friends. 

This, coupled with speed and a sense of urgency in my view, drives the best results. To achieve great things in life, you need a plan and not quite enough time.

MATT DE PREZ



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