Mystery shopping November 22nd, 2007
By Se Hyun Park
Manager, Overseas Service Team
Kia Motors Corporation
Have you ever been a mystery shopper? Do you know why they are important to a company?
Well, we do! Kia Motors, too, uses mystery shoppers to improve on our services for existing and future clients.
Given that the auto service dealer is the only place that continues to forge customer relationships after the sale of a vehicle, improved customer service ensures that our customers continue to be satisfied by offering them mobility as well as peace of mind. This, in turn, helps raise consumer loyalty towards the Kia brand and have people return to the same dealership when it is time to buy a new car or refer friends.
Our mystery shoppers ensure that Kia service providers are following our “10 step service process.” It is Kia’s customized customer response program which includes the entire service process, from making appointments to the end result.
We, at the Overseas Service Team, promote this program as the core of Kia’s services. By providing standardized quality services across the globe based on the 10 step process, we are able to build customer trust and keep our drivers happy.
One of the most important factors in mystery shopping is the Fix it Right at the First Time (FRFT) service. It is aimed at making accurate diagnosis and finding solutions to problems as soon as a customer brings a car in for repairs and maintenances. Unlike the 10 step service process which focuses on procedural solutions, the FRFT offers technical solutions. Our ultimate goal is to give customers peace of mind by providing the best possible service. In the end, though, we like to bet on our “Power to Surprise” by offering services that go beyond customer expectations.