CUSTOMER SATISFACTION IN THE AUTOMOTIVE INDUSTRY

Prepared by:

1.Mouawia Al Lababidi 2.Carlos Castro 3.Colin Chirairo 4.Aundrea Cozzo 5.Tomasz Gerula 6. Natalia Kudelina 7. Tudor Opris 8.Nataliya Penkova 9. Migiwa Sakurai 10. Nicholas Thomson

Agenda

Introduction Customer Satisfaction in Hospitality Industry Brand Expectations Hotel Group Analysis/ Recommendations Conclusion

Introduction What is the problem?

Brand value and customer satisfaction gap

Aim To increase the total car purchase and service

experience Apply the practices of the Hotel industry

How can the hospitality industry improve the automotive industry

CRM Creating value through service An example

What customers expect from Strong Hotel Brands

Comfort/Convenience Efficiency of Employees Price Special Value/Adding Services Quality of Product Image/Brand-Named Recognition

Remarkable growth of the online travel marketplace.

! 75% of adults in the US – TIA doing travel research

Direct vs. Indirect Online Distribution

Overall for the Industry (USA) (Merrill Lynch, HeBS)

Hotel Branded Websites:

Intermediary Websites

53%

47% 2003

54%

46% 2005

60%

40% 2007

62%

38% 2008

65%

35% 2010

North America

Europe

APAC

2005

42%

15%

9%

2008

60%

41%

20%

  Online travel adoption rate (PhoCusWright 2007)

Companies’ Focus

"To become the world's leading consumer company for automotive products and services.”

"To sustain profitable growth by providing the best customer experience and dealer support.”

“Four Seasons is dedicated to perfecting the travel experience

through continuous innovation and the highest standards of hospitality. From elegant

surroundings of the finest quality, to caring, highly personalized 24-hour service, Four

Seasons embodies a true home away from home for those who know and appreciate the

best. The deeply instilled Four Seasons culture Is personified in its employees ﾐ people

who share a single focus and are inspired to offer great service.”

Four Seasons Hotels and Resorts 35,000 employees 82 properties 34 countries

Brand Values & Company Guidelines

Brand Value Four Seasons stands for

Strong Premium Brand Personal service Excellent Experience To be a part of it /Ownership

Guidelines Golden Rule “Do unto others as you would have others do unto

you” Service Consistency = Advantage “Home away from home” concept

Differentiation

Luxurious amenities, services Personal touch Listen to customers Go above and beyond for the guest Employees treated like guests

Sales & Marketing Concept

Premium brand = ability to charge higher prices Adopted differentiation focus strategy

“Software” rather than “hardware” Market and promote luxury

Marketing Mix amongst the Hospitality and Automotive Industry

Product Intangible (hospitality) Tangible (automotive)

HR Processes & Employee Loyalty 18% turnover (CNNMoney) 21% growth rate per yr. Hiring process

4 interview process, attitude and behavior Management programs recruit from top colleges

Training probationary period improvisational training Orientation, ongoing training (Kusluvan, S. p.439)

Retain employees Self fulfilling prophecy Incentives and benefits

Free room nights Employee discounts Internal promotion, traveling opportunities

International Standardization

Mission & Vision Facilities & Amenities Procedures Flexibility (Culture), adaptation Incentive & Development Programs

Rotman University, Toronto, 2007

Recommendations Recruitment Policies

Involve your employees and convey your corporate culture

Be customer oriented rather than profit oriented

Achieve consistency of services and make recent checks

After Sales Processes

Conclusion

CUSTOMER SATISFACTION IN THE AUTOMOTIVE INDUSTRY

Prepared by:

1.Mouawia Al Lababidi 2.Carlos Castro 3.Colin Chirairo 4.Aundrea Cozzo 5.Tomasz Gerula 6. Natalia Kudelina 7. Tudor Opris 8.Nataliya Penkova 9. Migiwa Sakurai 10. Nicholas Thomson

Resources Best Face Forward (Rayport, J.F. & Jaworski, B.J. p.96).

CNNMoney.com

Customer Relationship Management (n.d.). Retrieved November 19, 2008 from the http://www.answers.com/topic/customer-relationship-management.

http://www.fourseasons.com/employment/hotel_divisions

Managing Employee Attitudes and Behaviors in the Tourism and Hospitality Industry (Kusluvan, S. p.439).

Ryals, L. (n.d.). Retrieved Novemeber 19, 2008 from the https://www.som.cranfield.ac.uk/som/news/manfocus/downloads/crm.doc