In its quest to provide the best customer experience in the industry, General Motors is changing things up at its customer call centers by transforming them to what it calls Customer Engagement Centers. These are staffed with expert advisors who reach out to new owners to answer questions, and are empowered to resolve most issues on the spot, according to GM.
“We’re not waiting for customers to come to us,” said Alicia Boler-Davis, vice president of Global Quality and U.S. Customer Experience. “We proactively reach out to offer support and open a dialogue with our Chevrolet, Buick, GMC and Cadillac customers. This includes our social media team interacting on Facebook, Twitter and popular vehicle forums to offer assistance.”
Some of you may have seen Brandon from GM Customer Service doing his best to answer questions in GM Authority’s GM Forum. That’s what Boler-Davis is referring to.
In addition to giving representatives the ability to resolve issues on the spot, The General can now also collect the voice of the customer and channel the data from the Engagement Centers to its designers and engineers for further vehicle improvements. And this is perhaps the most exciting aspect of the Customer Engagement Centers, as it directly connects those responsible for designing and engineering the vehicles to those who buy and drive them on a daily basis.
GM says that about 300 advisors will be located at GM’s Technical Center in Warren, Michigan, a move that we expect will bring them closer to those who can analyze the comments and act on them directly, perhaps by modifying a product for an upcoming model year or generation. In addition, a subset of social media advisors will be located on the same floor as Boler-Davis in GM’s Global Headquarters in Detroit.
The GM Authority Take
The approach GM seems to be taking is one of proactive customer service with the customer at the centerpiece of its efforts, rather than reactive customer interactions — a great change of pace, to say the least.
In fact, GM general director of Customer & Relationship Services Jim Moloney says that “At GM, we value the relationships we have with our customers and we want to exceed their expectations at every touch point. This is another example of the companywide changes that are taking place at GM to get everything right for the customer.”
So, it’s great to see The General adapting its customer service efforts to the new world, and integrating them into the product development cycle… however, we’re sure some of you might disagree that The General’s representatives are empowered. For instance, we can already think of a certain someone who has been begging for roof rack mount points on pretty much all GM vehicles while wondering why the Cruze hatchback hasn’t been introduced in North America. Not a peep from GM’s Customer Engagement reps about that, though…