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<\/a><\/p>\n\u201cWhile we\u2019ve performed fairly well in customer service, we sensed a bigger opportunity,\u201d said Kurt McNeil, vice president of Cadillac Sales and Service. \u201cWe call the approach Defining Moments \u2013 the fact that every interaction with a customer can potentially define our brand.\u201d<\/p>\n
Spurred by the brand\u2019s ongoing momentum in product and marketing, Cadillac gained insights from outside the automotive space to enhance its approach to customer experience.<\/p>\n
\u201cCadillac is the real thing when it comes to the products, and its approach to the cultural aspects of the luxury customer experience,\u201d said Milton Pedraza, founder and CEO of the Luxury Institute,<\/p>\n
The institute conducts extensive research on affluent consumer behaviors. One of Pedraza\u2019s key findings is that today\u2019s luxury consumers have countless options for desirable products, placing more value on experiences.<\/p>\n
\u201cTo earn credibility among luxury customers, brands not only have to offer the best products, but they must also be kind and provide an overall positive purchasing experience,\u201d said Pedraza. \u201cThe opportunity for luxury brands not only lies in out-performing the competition, but also out-behaving the competition.\u201d<\/p>\n
Cadillac began \u201cDefining Moments\u201d training for internal and dealership staff was co-developed with the Ritz-Carlton. Famed for excellence in customer service, Ritz-Carlton team members maintain a consistent global culture at all levels devoted to earning guest loyalty.<\/p>\n
\u201cThe training was important because it showed that luxury customer experiences are built on the culture and the behavior of people,\u201d McNeil says. \u201cIt\u2019s not about programs or discount offers. Great service comes from ordinary people delivering excellence at all levels.\u201d<\/p>\n
While emphasizing new cultural approaches, Cadillac has supported that with upgrades to what can be seen and experienced physically. Hundreds of dealers are rebuilding or renovating dealerships. Cadillac has redesigned consumer websites and instituted specific standards for local dealer advertising. For example, Cadillac Shield is a set of ownership benefits that includes complimentary roadside assistance from a Cadillac technician, and Cadillac courtesy transportation programs for cars being serviced.<\/p>\n
\u201cWith Cadillac expanding in 2012 with two all-new products, it\u2019s a perfect opportunity to prepare to welcome new guests,\u201d says McNeil.<\/p>\n
Cadillac has earned steady increases in consumer and industry satisfaction surveys, ranking among the top brands in many measures of customer satisfaction. <\/p>\n
The brand was recently recognized as a 2012 Customer Service Champion by J.D. Power and Associates. The luxury automaker was one of only 50 companies out of 800 studied to earn the distinction. The 2012 Champions were identified based on customer feedback, opinions, and perceptions gathered primarily from J.D. Power\u2019s syndicated research in 2011.<\/p>\n","protected":false},"excerpt":{"rendered":"
DETROIT \u2013 The fierce competition between luxury automotive brands extends beyond artfully designed, high-tech new products. It\u2019s about capturing the hearts and minds of affluent customers before product or price enter the equation. \u201cWhile we\u2019ve performed fairly well in customer … Continue reading