All change at Citroën
Written By Richard Lawton Published On: Feb 06 2009
On the 90th anniversary of Citroën, the French car manufacturer is reinventing itself with a new corporate identity, philosophy and strategy with the hope of changing customer’s perceptions of the carmaker.The most notable difference is the new Citroën logo which has lost its constraining box and turned three dimensional. Also new is a new global strap-line of “Créative Technologie” which Citroën insist will provide a universal identifiably badge for the brand.They haven’t stopped at just a simple re-branding however, Citroën has used change to incorporate changes to other areas of the business.The successful Citroën Sport team, lead by the successful rally driver Sebastian Loeb is re-branding to Citroën Racing.Visitors to Citroën franchised dealerships should also see changes as 8,000 sales outlets around the world are transformed over the space of the next few years taking style cues from Citroën's flagship showcase C_42 on the Champs-Elysées, Paris.
Customer satisfaction is also high on the list of changes at Citroën with a new set of ‘building blocks’ developed and rolled out to improve that most vital of areas – customer service. These are:Sales Building Blocks1. You are welcomed within three minutes.
2. Internet information requests are answered within 24 hours.
3. Your needs are clearly identified. Adapted products and services are presented systematically.
4. You are offered a test drive, spontaneously and systematically.
5. You receive a formalised and personalised sales proposal or a completed order form.
6. The salesperson thanks you, sees you to the door and says goodbye.
7. You are given a reliable delivery date and informed immediately of any change.
8. The vehicle is delivered in perfect condition and complies 100% with your order.
You are advised on use and maintenance.
9. You are contacted no more than 5 days after handover to check you are happy with your vehicle.After-Sales Building Blocks1. You are welcomed at the exact appointment time.
2. The protective items on your vehicle are fitted and removed in your presence.
3. A complete vehicle inspection is made in your presence.
4. You are informed of the work to be performed and presented with an estimate.
5. You are given a reliable time and notified of any changes in vehicle work (delays, extra work, etc.).
6. Your work is carried out as requested.
7. You receive an explanation of the work carried out and the invoice.
8. You are advised on vehicle maintenance and any future work to be planned.
9. You are contacted no less than 5 days after your workshop visit to check you are satisfied with the work.Historically many dealerships have been seen as providing notoriously poor customer service so these building blocks are indeed daring by Citroën and if followed through should provide customers with a much improved level of service.
The Carmaker has not forgotten business users in this announcement with news of a Citroën Business division, which incorporates a range of products, services and dedicated sales teams to meet the needs of the professional customer with areas set aside in many dealerships specifically to deal with business customers.Citroën has also announced that six new car models will launch over the next three years at a pace of one every six months.The first illustration of this new direction for the company can be seen in the DS INSIDE concept car (pictured), these stylings will be seen on the forthcoming DS3, DS4, and DS5.The DS line up (DS = Different Spirit) will be hitting the UK during 2010.For the latest
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