Renault has launched a trio of initiatives designed to underpin its drive to become a top 10 ranking vehicle manufacturer by 2017 in publicly recognised UK quality surveys.
One of the key pillars in Renault UK’s ambitious medium term business plan, GO5+, is top tier brand image.
Now, it is outlining its most comprehensive push ever on improving and recognising dealer sales and aftersales quality, as well as increasing the reach and usefulness of its customer feedback.
The first of Renault’s intended improvements is the launch of a fully independent J.D. Power Dealer of Excellence Award Programme. It is designed to give outstanding dealers a real point of differentiation compared to local rivals, irrespective of their brand.
The new programme was launched at Renault UK’s GO5+ Momentum dealer conference and saw an initial 27 sites shortlisted across the UK based on their 2013 sales and aftersales customer excellence results as measured by the brand’s monthly customer feedback survey and dealer mystery shopping programme. The final results will be announced in June.
Online customer experience survey
Renault has also launched a new online customer experience survey following a pilot project with over 30,000 Renault and Dacia customers during 2013.
The questions have been fine-tuned, made more flexible and aligned with J.D. Power. It works by customers receiving an e-mail or SMS link, 10 days after purchasing a new vehicle or visiting the dealership for a service. Dacia feedback will also feature in the programme for the first time in 2014.
The results and customer comments will also be made publicly available via the star ratings system in the dealer locator section area of Renault.co.uk.
Renault – DNA (Development Needs Analysis)
Renault is also launching a new suite of training and development programmes for showroom sales and aftersales staff.
The first stage of the new training programme is the Renault Development Needs Analysis (DNA). To date, 451 (85%) of sales executives and 362 (99%) of service advisors have completed their online assessments across the UK.
The next stage sees 400 sales and service managers undertake a dedicated manager’s DNA. Upon completion of the DNA, each participant will receive a development plan.
Steve Whitcombe, Renault UK’s head of network quality and training, said: “For 2014, our strategy brings customer feedback even further into the heart of our business.
“We’re committed to providing the right framework of development and support to ensure all our teams have the skills, knowledge and aptitude to deliver an excellent customer experience.
“Moving our customer experience measures online will increase the quantity and quality of feedback, and deliver what people are telling us they want.”