Renault Samsung leads in customer satisfaction

By Kim Tae-gyu

It is a tall task to top the podium in the competitive domestic automotive industry. It is even harder to imagine maintaining pole position for a decade.

There is a Korean company that has proved this is possible. Renault Samsung Motors has remained ahead of the curve in the annual Customer Satisfaction Index (CSI) for 10 straight years through 2011.

In addition, Renault Samsung reached the milestone in convincing fashion this year by chalking up the top score in six of eight categories in the yearly evaluation by Marketing Insight.

Frederic Artaud, head of the carmaker’s sales and marketing operation, said in an interview with The Korea Times that it is a great achievement.

``As far as I know, it is unique and only Renault Samsung in the world has kept the top position for the last 10 consecutive years and it can provide a good image for customer as a trusty and reliable company,’’ Artaud said.

``It is obvious that happy customers with good experiences with our product and service will repeatedly purchase new cars from Renault Samsung and our good reputation is easily spread through the media and customer’s word of mouth.’’

The executive said that the Busan-based entity has put quality on the front burner in order to remain ahead of the pack.

``In order to satisfy customers, quality is the most important factor. Quality for customers is about meeting their requirement and needs with products and services,’’ he said.

``It is actually not only about meeting customers’ requirements but about exceeding their demands, which makes them happy and impresses them so that they appreciate Renault Samsung. Therefore, we need to understand customers’ requirements at each of our

divisions and employees should work to meet and exceed their requirements.’’

Artaud said that Renault Samsung will not rest on its laurels and will keep going forward so as to remain on top.

``To maintain a top level of quality, we should improve our quality to meet clients’ requirements, which are continuously changing. I have confidence in sustainable improvements in quality to maintain first position in the customer satisfaction index,’’ he said.

``Renault Samsung will consolidate its strong points that enabled us to achieve 10 consecutive years of topping in customer satisfaction. At the same time, through seamless level-up training of our employees and those of affiliated outlets who are working at the contact point with customers, we will keep raising customer satisfaction.’’

All-new SM7

Renault Samsung, which made its debut midway through 2000 as a subsidiary of French-headquartered Renault, has successfully established itself as a strong contender in the domestic market.

It has attained this with simple tie-ups of its SM3, SM5 and SM7 sedans together with sports utility vehicle QM5.

Its latest release is the all-new SM7, which Artaud says will succeed the firm’s tradition of perfect after-sales service through special care service programs, which are widely loved by motorists.

``One of the differentiated membership services compared to our competitors is the loyalty service involving direct mail to provide various information related to specific models and car-life content customized to a clients’ situation,’’ he said.

``From March 2011, this service was expanded from seven years after delivery to 10. In consideration of the average car exchange period, we cover almost all customers with this special contact service.’’

Bright future

Sales of Renault Samsung models have shrunk this year due to the adjustment of its plant operations, which resulted from the massive earthquakes in Japan earlier this year.

But Artaud is positive about the company’s future as it has caught up with last year’s performances of late on the back of solid sales in recent months with their new models.

``Building on this momentum of the new QM5 and the all-new SM7 and expanding exports based on the SM3 and QM5, Renault Samsung plans to concentrate on increasing its sales by maximizing customer satisfaction for the fourth quarter of this year.’’

Furthermore, the senior official said that Renault Samsung will make a splash in the futuristic market of eco-friendly vehicles.

``We are very confident with electric vehicles in Korea. We are participating in a consortium for the next generation of electric vehicles in Korea. It’s a program for development sponsored by the government to prepare for the development of the electric vehicle industry in Korea.’’

``Now if we look at the total electric vehicle market numbers in 2015, we expect the market to reach 100,000 cars per year. And we hope that we could have a significant market share.’’

F1 Korean Grand Prix

Last year, Renault Samsung promoted the 2010 F1 Korean Grand Prix and it vows to continue its efforts to raise awareness of one of the world’s top sports.

``The 2011 season marks the dawn of a brand-new chapter in Renault’s F1 history as a new engine supplier. In this 2011 season, Renault supplied its engine to three teams, representing 25 percent of the grid.’’

``This year, in celebration of the launch of the all-new SM7, Renault Samsung Motors held an F1 Grand Prix ticket event designed to ensure the successfully holding of the 2011 F1 Korean Grand Prix and promote the excellent performance of the Renault F1 engine for customers, who visit our showrooms.’’