ONE-TO-ONE MARKETING: Fiat in customer service drive

NEW DELHI: Fiat India has tied up with customer relationship marketing company NIS Sparta in a bid to enhance its customer service levels in India.

The six-month contract, which runs through to March, will see the car manufacturer identify and implement measures for better customer service and enhanced service delivery processes.

The training programme (L2P - Learning to Practice) for frontline staff who interact with customers will focus on knowledge, skill and attitude.

The programme, which will be implemented in phases, will start with a validation study and profiling exercise to identify the gaps in competency levels of various personnel. It will be followed by customised training and development modules that specifically fulfill the requirements of Fiat India vis-a-vis behavioral and process standards of all service personnel.

"We are directing our energies towards enhancing the after-sales services experience by giving a lot of importance to training.

This year, in addition to technical training, we are also introducing modules on 'customer interface', which is critical to making the entire experience of dealing with Fiat more pleasurable," said Ananda Mohan Gupta, director, commercial, Fiat India.

Fiat has already introduced a series of initiatives such as free service camps for customers and the installation of 'eSIRA', an online dealer communication system to improve availability of spare parts, this year.

The other initiatives were reduction in prices of spare parts and a new service policy to coincide with the launch of the Palio NV.

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