Volvo Cars Korea announced that on the 14th, they held an online closing ceremony for the ‘Volvo Customer Evaluation Committee’ at their headquarters.
The ‘Volvo Customer Evaluation Committee’ is a customer service enhancement program launched for the first time this year to identify the strengths and areas for improvement in services from the customers’ perspective and provide a more substantial and differentiated customer-centric service.
This program involved 49 members, all of whom are actual Volvo car owners. They were assigned to different dealerships, with seven members per dealer, conducting random blind visits to the service centers.
The evaluation committee meticulously assessed the service processes in five areas: center reservation, vehicle intake, maintenance consultation, customer waiting, and post-service management (constituting approximately 52 detailed items) from the viewpoint of real customers. Afterward, they held group discussions to communicate directly with Volvo Cars Korea on service improvements.
Through the analysis of customer reports produced by the activities of the customer evaluation committee, Volvo Cars Korea was able to discern adherence to service delivery standards at each center and customer satisfaction levels, subsequently establishing both short- and long-term service improvement plans. Moreover, they analyzed the demand for additional services, such as an extended warranty program, alongside existing service enhancements. Next year, they plan to select a second cohort of ‘Volvo Customer Evaluation Committee’ members to continue various service improvement activities, including regular monitoring of service centers and suggesting group discussion opinions.
The Head of Customer Service at Volvo Cars Korea, Song Kyung-ran, stated, “Through this evaluation committee’s activities, we were able to directly assess services from the customers’ perspective and formulate practical improvement proposals,” and added, “We will continue to offer a differentiated premium service unique to Volvo Cars, allowing customers to trust their vehicles with us.”
Meanwhile, Volvo Cars Korea plans to expand its service network through a significant investment of 111 billion won this year, aiming to provide enhanced customer satisfaction through differentiated customer services. Additionally, they are offering industry-first unique services such as ‘Volvo Personal Service (VPS)’, warranty services of up to 5 years or 100,000 km, a ‘Lifetime Parts Warranty’ on OEM parts replaced through authorized service centers, and a ‘Real-time Kakao Reservation Consultation’ for booking visits to service centers and accident repair consultations via KakaoTalk. As a result, they were ranked joint first in the A/S satisfaction survey in the ‘Annual Automotive Planning Research’ conducted by consumer research agency Consumer Insight last year.
Lee Sang-jin daedusj@autodiary.kr