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CSI central to Hyundai strategy

Customer service quality and improved aftersales performance are central to a £5m retailer “partnership initiative” just launched by Hyundai.

Jim Campbell, Hyundai Car UK's marketing director, who is recruiting 20 new mainly urban retailers, has hired dealer marketing agency Rees Bradley Hepburn and customer relationship management consultants, Carlson Marketing Group.

He explains: “We are working together in partnership with retailers to improve pricing and service quality. This includes aftersales, while raising general efficiency and profitability from service and repair work. In essence a move to keep more business in house.”

Campbell says there is no point in having a wider product range without: “putting customer satisfaction at the centre of volume growth”.

He adds: “We are driving up CSI thresholds through dealers with very good personal service who have been with us for 21 years, and good quality groups who bring professionalism to brand development.”

Campbell is also producing a brand repositioning strategy for Hyundai which includes limiting overlap with subsidiary Korean brand, Kia. He believes Kia can be more dynamic brand. A revised Elantra range is due in the UK in November but Campbell is considering not importing the saloon version as Hyundai seeks a stronger fleet role for the car.

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