WARREN (WWJ) – General Motors says it’s learning from Disney, Apple and Nordstroms, as it officially unveils a new “Customer Engagement Center” at its technical center.
“The new customer engagement center and the new processes that we’re putting in place here is another example of how we’re putting the customer first in everything we do,” says GM North America President Mark Reuss.
Reuss says they need to move away from the idea of customer complaint centers, and find ways to engage customers, and learn from them.
The new center will have more than three hundred employees, working on dealing with customer’s issues, and finding ways to help customers learn about vehicles that are much more complex than ever before.
“Instead of focusing on closing cases as quickly as possible, we’re concentrating on satisfying customers and exceeding their expectations as quickly as possible,” said Alicia Boler-Davis, GM’s senior vice president Global Customer Experience and Product Quality.
The center will also have a room where General Motors engineers and designers can listen in to customer calls, and try to take those learnings and improve future vehicles.
GM says it also has a team that monitors social media, looking to respond to issues even before an owner lodges a formal complaint.
The changes even reach to the company’s dealerships, many of which have opened “connectivity centers.”
“Think of this as a version of the Apple Genius Bar,” said Boler-Davis. “They are a convenient place where customers can come to find out more about the connectivity options in their vehicles, and to find out more about how to make the systems interact with their phones and other devices.”
Boler-Davis says most GM dealerships have significantly remodeled their operations, or are in the middle of a remodeling project.
The first workers moved into GM’s Customer Experience Center in May. The company says they’ve already cut in half the amount of time it takes to close a typical customer issue.