Vauxhall is aiming for industry-leading customer satisfaction status in 2011.
Coming off the back of its 100,000-mile first-owner warranty announced in August is a concerted effort to take the brand to the top of the industry.
“Being the best car company in the UK is our vision,” Vauxhall fleet marketing manager Steve Catlin told BusinessCar. “The biggest thing for Vauxhall UK fleet will be to maximise the level of customer satisfaction.”
The lack of significant new product launches next year, with both the Ampera range-extender plug-in hybrid and the new Zafira due in early 2012, means Vauxhall can focus on the customer side of the business. “We spend a lot of time launching product, and we strive to make each launch the best yet, but it’s important that we continue to have customer service as a key point,” said Catlin.
Vauxhall has made a “significant investment” in a new database designed to ensure communication with the fleet market is more tailored to firms that have contracts with certain products or are nearing a changeover period.
“We’ve recently changed the database within fleet and moved into the 21st century in the way we interact. We can talk to customers about the right thing at the right time – we’ve got the information at our fingertips,” said Catlin. “We had a normal database at the beginning of 2010 and now we’ve got an industry-leading database to manage communications better.”
Catlin said the firm is also looking to top next year’s BusinessCar survey of fleet makers’ websites, after it came out as the most improved in 2010’s survey, rising to seventh in the top 20. The firm is also looking to catch and pass its rivals in emissions and economy terms: “Our aim to become class-leading with CO2 and more important for customers on a whole-life cost basis – they are two key measures we’re tracking.”
