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Retention through customer satisfaction – Nick Tunnell, Hyundai UK

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The Hyundai brand now enjoys a 3% market share and retaining its customers through aftersales was identified as imperative if it was to achieve its volume aspirations.

Aftersales director Nick Tunnell said the strategy was borne out of low CSI scores from the last decade: “We recognised if we were to grow, we would have to focus on customer satisfaction and aftersales plays a key role in driving customer retention.

  NEED TO KNOW

        
♦  Service plans have generated £5.5 million for the Hyundai network
Hyundai based its strategy on 90,000 customer comments
 
 

“If we satisfy our customers, we make them happy. It’s not rocket science, but was something we needed to focus upon.”

According to research from Warwick University cited by Tunnell, retaining a customer costs six times less than attracting a new one, loyal customers spend 3% more than new customers and fully satisfied customers are 11% more profitable.

Armed with more than 90,000 comments from 38,000 of its customers, the brand identified recruiting the right staff in the network as critical and provided them with the tools and skills they needed to create the best customer experience, including service plans that have so far generated £5.5 million for the network.

A 12-step customer journey was implemented which included responding to enquiries in minutes, first-time fix and a fixed total cost, with additional work cleared by speaking to customers first. Three factors proved to be an absolute must: car wash; full invoice explanation; and customer follow-up.



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Comments

  • ALAN DUNNE - 15/08/2014 18:21

    Hyundai after sales and customer service are just BAD I HAVE BEEN HAVEING TROUBLE GETTING MY SAT NAV UPGRADE THAT I WAS PROMISED WHEN I BOUGHT MY I40 I HAVE BEEN IN CONTACT WITH HYUNDAI CUSTOMER SERVICE FOR WEEKS. AND I WILL HAVE TO PAY PART OF THE COST TO GET THE UPGRADE THAT I WAS TOLD WOULD BE FREE....MOTORFAIRE HYUNDAI ARE THE WORST DEALER I HAVE EVER USED

  • P Chaudhari - 26/08/2014 15:48

    unfortunately I have not had a good experienc ewith Hyundai from the bromsgrove dealer. In addition when Hyundai send out customer surveys their local network respond to them rudelymaking it clear that they do not wish to even take on board any feedback from customers. When issues are raised withn Hyundai there is an indifferent attitude so its clear that the message above is simply not happening. I do not hink I will buy a Hyundai car again

  • tom kidd - 02/04/2015 13:23

    14 plate i30 crdi arnold clark shields rd glasgow cancelled and rebooked me at their convenience. this is my 3rd hyundai i30 didnt fix 1st time. didnt wash car??? service getting worse, not better this is my second hyundai i30 ,