Renault UK Expands Its Premier Centre Nerwork For Its Top-Of-The-Range Customers | Part Two

First Contact With A Renault Premier Centre

When the customer arrives at the Renault Premier Centre, they are shown to a dedicated area of the showroom, which has a number of features. The Premier Centre customer area is constructed of bespoke materials and in addition to housing top-of-the-range models - Vel Satis, Avantime, and New Espace and New Clio Renaultsport V6 255 in 2003 - there is an interactive datacentre for product information, plus a consultation area where customers can discuss their needs.

Focal point of every Premier Centre is the dedicated Relationship Manager who is the customer’s first contact with Renault when purchasing a top-of-the-range model. The comprehensiveness of these ranges driven by the options and choices the executive customer expects necessitates a dedicated expert who can bring an experience, skill, knowledge and a personal touch to the purchasing process.

A Premier Centre Relationship Manager’s role is to assist the customer in choosing the top-of-the-range car by explaining the whole range of choices available, using a wide variety of materials including upholstery swatches, trim samples, colour charts and online imaging.

Premier Centre Staff

The Relationship Manager is supported by specific dealership staff trained to Renault Premier Centre standards involving residential training courses on meeting the needs of the executive customer and in-depth product training. They include the Dealer Principal, Sales Manager, Deputy Relationship Manager, Service Manager, Service Receptionist and Renault Technical Expert who will service the cars.

This training ensures executive customers can expect the same level of service from all key staff.

Time For A Very Long Test Drive

The next stage in this new relationship is the test drive. Every Premier Centre will offer potential customers a 24-hour test drive ensuring they have sufficient time to evaluate the vehicle. Customers can have the car delivered to their home or business address or simply collect it from their nominated Renault Premier Centre.

Each Premier Centre has one Vel Satis for showroom display and one for test drive. In April two Avantimes will arrive at each Premier Centre - one of each as a static showroom display vehicle and the remainder as test-drive car. If demand for 24-hour test-drives is particularly great, or the dealer demo is not the desired engine choice then a central pool of demonstration vehicles is available from Renault UK.

All these cars remain registered to Renault UK and are leased to the dealer. RUK will then control the disposal of them through the Renault-to-Go used car programme.

The Handover

As the choice of version, interior trims etc. is huge, stock cars will not be held in the UK. All cars will be built to customer order within six weeks.

When the vehicle arrives the customer is contacted in order to arrange a suitable handover date. When the customer visits to collect the car, the Relationship Manager conducts a familiarisation with the car so the customer appreciates all the features of their new vehicle, such as the automatic parking brake, rain sensor or front seat settings for example. In addition to the familiarisation, the customer is provided with a CD-Rom for an in-depth understanding of the innovations and technology involved in their car. This also serves as an aide memoir once the customer gets their new vehicle home.

Each customer also receives a Renault Customer Card with a dedicated customer service number for any additional services they might require. On delivery of their car the customer is requested to call the dedicated number to activate their account.

Owning A Renault Top-Of-The-Range Car

Philippe Talou-Derible, Managing Director, Renault UK said “Owning a top-of-the-range car from Renault is a real pleasure. And in order to ensure that it continues to be a pleasure the cars journey with its owner is overseen by Renault under its Premier Centre programme. Premier Centre programme standards apply to every aspect of the cars life with the executive customer ensuring that the customer will experience no inconvenience.”

For servicing all RPCs will offer customers collection from their home or business address providing a courtesy car for the time the owners own car is with the dealer. Each RPC has a Laguna Sport Tourer exclusively for the use of these customers. If the customer does not know their local dealer then they can simply call the dedicated customer service number on the Renault Customer Card who will book the vehicle in with the local Premier Centre.

In the unfortunate event of the car being off the road the same customer service number connects the customer with Renault Assistance, run by the AA. If the fault cannot be rectified at the roadside, the customer will be placed in a courtesy car while their own car is at the Renault dealer. This roadside assistance includes European cover as standard.

The priority for Renault is to get the customer mobile in their own car again. To this end Renault UK has put in place systems to achieve this including:

  • A dedicated technical consultant to respond to all dealership technical issues within one hour
  • A courtesy car provided if any warranty work is expected to take over two hours
  • A dedicated internal phoneline for priority order of spare parts from parts centre including an urgent order service
With all these standards in place Renault hopes to provide an satisfying experience worthy of the top-of-the-range customer.
continues... | Part Three
Published 22 October 2002 Melanie Carter
 

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