During a presentation at the Center for Automotive Research Management Briefings last week, U.S. Vice President of Customer Experience and Vice President of Global Quality Alicia Boler-Davis at General Motors explained that the automaker is expanding its definition of customer experience.
“We’re no longer thinking about a vehicle sale as a transaction or a singular event,” Boler-Davis said. “We’re thinking about it as part of a relationship between the customer, the dealer, and GM.
In effect, The General’s new definition of customer experience consists of what takes place before, during, and after the sale. “Put another way, the customer experience begins long before our products make it to the dealer showroom”, said Boler-Davis. “It begins with our very decision to build a vehicle… and involves every customer touch point after that. It involves the entire enterprise.”
According to Boler-Davis, the new definition impacts every function and every employee across the automaker — from Product Development and Manufacturing to Sales, Service, and Customer Engagement Centers.
The GM Authority Take
This is a very welcome way of thinking. We wonder, though, how The General will put the new-and-improved definition to action, especially considering that the automaker is causing some would-be customers grief by leaving several glaring holes in its vehicle lineup… that all occurs before the transaction, right?