One way to better understand a customer’s perspective is to create a customized on-demand channel of communication.
In order to create a connection between the dealer network and customers, the Group launched an innovative platform in Italy in 2013 that offers valuable information to put Mopar in touch with customers. The Mopar Owner Center is a digital platform dedicated to Fiat-Chrysler owners within the Fiat, Alfa Romeo, Lancia, Fiat Professional, Abarth and Jeep website. It will be implemented in all European countries by the end of 2014.
The website provides customers with information on:
- original parts and how to personalize their vehicles
- direct access to all Customer Care channels
- warranty and maintenance plans
- the roadside assistance services
- a direct link to the virtual stores
- a complete list of authorized dealerships and service centers.
The site also allows owners to find individual vehicle advice, dedicated tools and exclusive promotions for their vehicles.
By entering the Vehicle Identification Number (VIN code) and additional information about city and highway driving patterns, monthly average miles or kilometers driven, etc., the Mopar Owner Center offers suggestions and specific reminders to properly maintain the vehicle.
To increase communication in 2013, Fiat Group Automobiles (FGA) enhanced the Mobile Customer Care program, which enables customer-to-company interaction through the latest mobile channels, including iPhone and iPad. This channel achieved more than 280,000 downloads for seven brands. The channel expanded with a dedicated iPad application “Lancia Everywhere Tablet,” while Norway and Finland were added to the covered countries of the Fiat Camper mobile app. The Mobile Customer Care program currently reaches 17 EMEA markets.
After-sales functionality for this program provides additional support to customers with content such as “Frequently Asked Questions,” “Methane-LPG filling stations” and “Warranty and Maintenance.” The “Augmented Reality” technology was also applied to apps in order to give customers a new and exciting experience on Fiat, Alfa Romeo, Lancia and Jeep vehicles. Product catalog and advertisements for the Fiat 500L and 500L Trekking, Lancia Ypsilon Momo Design, Alfa Romeo 4C and Jeep Grand Cherokee were developed using multimedia content on the apps.
In 2013, Fiat Group’s focus on social media was further strengthened. The Customer’s “Social Listening” process has been extended to cover all 4 Brands on Italy market and 2 Brands in Germany and France, while for the engagement activity program involves the Arese Customer Contact Center manages messages received via Twitter through the @FiatCareIT, @AlfaRomeoCareIT, @IamJeep and @LanciaEverywhere accounts. From 8 a.m. to 8 p.m. Monday through Friday, a dedicated team of agents responds to information and assistance requests received from public or private messages.
In the second half of 2013, social media activity for Fiat and Alfa brand customers was further extended to include forums, such as Facebook. In 2014, Customer Care will extend social media services to other brands, markets and social networks.
Similarly, Chrysler Group launched its Customer Care Social Media program in 2011 with program expansion in 2012 and 2013. It is currently active on more than 20 defined websites focused on high volume/high velocity forums where customers are looking for support with their ownership experience. In 2013, approximately 2400 unique customer engagements took place through this program. In 2014, Mopar’s Customer Care and Marketing social media efforts will be combined in order to leverage additional opportunities for engaging the customer. Existing Customer Care initiatives will continue expansion to additional sites and forums to provide support to customers across all Group brands.
Chrysler Group launched its Vehicle Information mobile application program in 2010 with 26 individual vehicle mobile applications. Program enhancements have simplified the customer experience by enabling the customer to download one single app regardless which Chrysler Group vehicle or vehicles they currently own. This simplification takes up less bandwidth on their phone while offering increased functionality including a parking meter reminder and timer. In 2014, expected improvements will continue to simplify the mobile experience for owners.
In LATAM, the CRM and Customer Care departments regularly monitor the main company social media channels for comments regarding Fiat Group or its products. The comments are evaluated, and if appropriate, a case file is opened. Depending on the topic, contact is made with the customer to achieve a resolution.