CPM to manage Honda (UK) CSI programme
01 JUNE 2010 | BY COLIN CLARK, DIRECTOR OF INFORMATION SERVICES
Honda (UK) has appointed CPM as the agency to develop and deliver its Customer Satisfaction Index programme across its UK Dealership Network.
CPM's Automotive Division, Information Services, New Business and Insight teams joined forces in a bid to win the business from the long term incumbent.
The Customer Satisfaction Index is a key performance framework within the automotive industry and assesses customer experience from pre- purchase through to service and repeat opportunity. The technology in place and standards set are imperative to drive success.
Following an in-depth tender process, Honda (UK) announced that CPM will not only take the lead in developing and managing the car-maker's CSI dealer performance database and customer service lines but also, through the agency's creative approach, integrate a new field-based solution supporting Honda (UK)'s dealership network.
Says CPM's Automotive Business Unit Director Jon Blythe: "This is a strategic win for CPM as the work will be across multiple sites (Thame and Barcelona) and really demonstrates our capability as an integrated Information Services 'Solution Centre'. It also provides the platform to move into a new area within the automotive industry pushing the boundaries of system development across dealer performance measures.
"Our creative approach to integrate the field and phone activity, will drive the overall customer experience whilst giving greater support to Honda in achieving their ultimate goal of achieving the No 1. Position in the JD Power Survey".
The Honda CSI programme reinforces the confidence that clients have in CPM's ability to deliver large-scale, complex technology solutions. CPM will be hosting the infrastructure supporting the technology across more than 195 Honda dealerships. The capability of our technical solution will enable Honda and its dealership network to both measure and continuously improve the level of service provided to its consumers.
Adds Jon: "Honda (UK) already works in partnership with CPM to drive customer care and lead management. The CSI programme will allow a fresh approach to customer experience which will drive the levels of satisfaction customers required across all touch points within the brand."
CPM (UK) launched a dedicated automotive division in 2009 in order to promote and focus on the key levels of experience within their business linked to the automotive Industry.
Matt Gibson, Head of Customer and Aftersales for Honda (UK) said: "Their creative framework, knowledge of the industry and ability to drive exceptional customer experience through sharing best practice, matched with their desire to drive insight and elevate clients to a new level, means that CPM are the hub of every Honda (UK) customer interaction. Consequently they have set the benchmark for each follow-up experience across all areas of the brand. CPM have moved from being a supplier to a supportive and leading edge partner which will ensure Honda (UK) leads and innovates now and in the future."
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