Why Shift to Customer Experience Measurement Seated in Brand Values Rather than Process Delivery?
Duncan SandsVolkswagen, United Kingdom
Gavin WinterMaritz Automotive Research, United Kingdom
INTRODUCTION
Historical Context
Whilst it can be argued that most manufacturers are focused first and foremost on customer acquisition and selling cars, it has long been recognised that retention of existing customers is a pre-requisite for long-term growth. For the last 30 years automotive manufacturers have sought to influence customers' propensity to stay loyal by pursuing customer service strategies geared to delivering customer satisfaction at the point of the sales and service transaction, analysed...