Customer Service Drives
(September 2012-December 2013: Ongoing Thereafter)
Achieving consistently high Customer Satisfaction Index (CSI) scores is a critical success factor towards increasing sales figures, generating long-term customer loyalty and creating leads for future business through word-of-mouth brand promotion. In 2012, CSI scores for one of Nasser Bin Khaled's companies (NBK Automobiles), sole distributors of Mercedes-Benz in Qatar, were significantly below Daimler's Regional Standards. Therefore, after consultations with the General Manager, Department Heads and the Customer Relations Department to determine the causes of the problem, I designed a 2-day 'Customer Service Fundamentals' course for all front-line staff and rolled it out to over 80 employees in the last four months of 2012. Each employee completed a Customer Service Action Plan after their program and, with line manager support in providing resources towards goal accomplishment, CSI scores rose considerably.
The project was so successful that, in September 2013, it was extended to Qatar Automobiles Company (QAC), sole distributors of Mitsubishi and Fuso vehicles in Qatar. Once again, I consulted with key people in the business to establish how CSI scores could be increased, designed another course specifically for QAC and rolled it out to over 100 front-line staff between September and December 2013. Once again, an increase in CSI scores was clearly evident.
In addition to the training programs delivered for NBKA and QAC, I also designed customer service flyers for the Mercedes-Benz and Mitsubishi brands. They were laminated and placed on each front-liner's desk as a reminder of the key principles required to provide outstanding service and to also let the customers see that the company was serious about providing great customer care. I designed the cards in such a way that each letter of the brand name corresponded to a key principle trained on the course. So 'M' was for 'Mitsubishi customers pay our salaries and so we treasure them.' This was a critical factor in ensuring that front line staff retained what they had learned over their 2-day program.
