Last year, Mary Barra, GM global head of product development, said that gaining just one percentage point of customer retention means 25,000 new vehicle sales and $700 million in revenue a year. Currently, General Motors’ customer retention rests at 51.4 percent, a vast improvement from the 35 percent just four years ago.
Yet, the industry average in America is 53 percent. And Toyota USA is currently the champ, with a 58 percent customer retention rate. That’s considered to be pretty amazing, being that market is full of fickle customers.
Now, in an effort to boost GM’s retention rate “one customer at a time,” GMNA President Mark Reuss established the “Mark of Customer Excellence” award. Each quarter, somebody new will be a recipient, and will be recognized by the company for their efforts.
The first to receive the new award was Fred Draska, a senior project development engineer and 25-year GM veteran. According to The Detroit News, Draska went out of his way to make sure a customer was satisfied by ensuring an issue with their Chevrolet Malibu was taken care of.
Draska, who works at the GM Milford Proving Ground, learned of the problem and took the initiative to drive from his home in White Lake Township to Randy Wise Chevrolet near Flint (roughly 45 minutes drive) to make sure the Malibu was fixed, which apparently had an HVAC issue.
With actions like that, GM just might meet the goal of having the best customer service in the industry.