Remember those Mr. Goodwrench commercials starring the infamous Stephan Colbert? Well, it’s time to let those memories go and replace them with a much more generic-sounding service branch dubbed GM Certified Service (or Chevy Certified Service, Buick Certified service, etc.).
With the new mantra will come a “new look and feel”, though no hints were given as to what the big difference will be from the Mr. Additionally, GM plans on keeping a close eye on the price of the competition to keep its own rates in check while offering an increased amount of flexible options in terms of service and thus, more flexible pricing.
Certified Service Launches at Chevrolet, Buick, GMC and Cadillac Dealerships
* New service approach designed to strengthen customer experience as core element of vehicle brands, increase customer loyalty
* Launch begins with national value pricing strategy, TV ad campaign, new consumer web sites
GRAND BLANC, Mich. – Certified Service, a new approach to help make customers so satisfied with service at the dealership that they won’t want to take their vehicle anywhere else, is now available at all U.S. Chevrolet, Buick, GMC and Cadillac dealerships.
“The purchase of a vehicle is only a portion of the customer’s full experience with their vehicle, which they will drive for several years,” said Steve Hill, GM North American vice president, Customer Care and Aftersales. “For GM to fulfill its vision to design, build and sell the world’s best vehicles, we must provide a truly exceptional ownership experience from the first day of ownership until they buy their next vehicle from us. Our customers expect and deserve this.”
Certified Service elements include a new service look and feel, national retail programs offering competitively priced, convenient service performed by trained experts who best know these vehicles, and a new focus on the total vehicle ownership experience.
“Certified Service brings together many of the necessary elements for creating positive, long-lasting relationships with our customers,” Hill said. “It’s more than a name change – it’s a commitment from the highest levels of this company to provide superior treatment, convenience and value during every service visit.
“Exceptional customer care is everyone’s job at GM and our dealers’, especially as newly launched vehicles – such as the Chevrolet Cruze and Volt – bring in more and diverse owners into the family.”
Throughout 2011, Certified Service will continue to build upon a successful national value pricing strategy that includes pricing benchmarked against the competition; a broader choice of service and price options to suit owners’ priorities and budgets; rebates on certain key products and services; and a tire price match guarantee. A signal of the success of the program is the record number of dealers – 93 percent – who have enrolled in the program.
A national advertising campaign, including TV spots on major network and cable stations, began running Feb. 1. One 30-second ad promotes an oil change, four-tire rotation and a 27-point inspection; and another 30-second spot promotes an ACDelco Professional DuraStop ceramic brake pad rebate offer.
Dealer service web site pages have changed to Certified Service, and the corporate consumer service web site transitioned to: www.mycertifiedservice.com, where service offers, tips and informational videos reside. New dealership signs, literature and other branded items, such as technician uniforms, will change over to Certified Service throughout 2011.
Hill said dealers, who are fully committed to this new service approach, will be supported by new, integrated sales and service field organization, as well as fresh marketing programs, such as value pricing, designed to bring more customers back to dealer service lanes.
“By combining Certified Service with our industry-leading OnStar real-time onboard vehicle diagnostic capabilities and monthly email reports, our customers will have current information on the status of their vehicle’s operating condition and all the resources needed at their fingertips to conveniently manage their car care,” Hill said. “We want to make it a no-brainer for them to return to their dealership for all of their vehicle needs.”
GM announced the change from Goodwrench to Certified Service in November 2010. The change was made to more deeply embed vehicle service into the Chevrolet, Buick, GMC and Cadillac brands, and give dealers the tools they need to retain and grow their service business.