Kia Puts Customer Satisfaction First

Kia is planning to put customer satisfaction at the heart of its UK operation with the announcement of a new Sales and Aftersales customer satisfaction programme.

Developed with acknowledged customer-satisfaction experts J.D. Power and Associates and Eclipse Marketing, the Retail Satisfaction Programme will provide Kia dealers with an honest approach to customer feedback on their performance, integrated via on-line technology.

The new programme will allow Kia to build an accurate picture of the customer’s experience of its dealerships, and to compare and benchmark Kia’s performance against industry standards.

Shortly after purchase of a brand-new Kia, and after a vehicle service, customers are contacted and invited to give their views. This data is then analysed by J.D. Power and Associates to produce a measure of the customer’s overall satisfaction.

Kevin Todd, Kia Motors (UK) Ltd, Customer Support & Service Development Manager said: "Customer satisfaction and retention is central to our growth and absolutely vital for the long term sustainability and profitability of our dealer network. Finding out what our customers really think of the service they receive from our Sales and Aftersales operation helps us to shape our future business strategy and dealer training and will ultimately allow us to achieve our ambitious targets.

"We selected J.D. Power and Associates in association with Eclipse Marketing to implement and manage the programme as it allows us to draw upon the market leading methodologies pioneered and practised worldwide by J.D. Power and Associates. The programme will also provide Kia dealerships with customer feedback via an on-line technology solution powered by Eclipse Marketing," he added.

Published 12 May 2006 Melanie Carter

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