Fiat is the most innovative automotive brand in customer services

The purpose of the survey is to identify companies with the most innovative practices in customer relations. For the study, conducted from April to June this year,  about  one thousand companies were considered and approximately 500 have been identified as innovative in their practices. 

Fiat has a structured innovation process that includes listening to consumers, suppliers and various areas of the company to raise the main needs and market trends. From there, the company develops internally or seek partners to spawn new technologies, products, services or processes that meet customer' demands and anticipate the main trends.

For example, the company constantly seeks new ways to reach customers. For the launch of its latest model, Fiat Mobi, Fiat innovated in sales channels, with the creation of 'Monte Seu Mobi'. In this tool, consumers have access to a sequence of videos on YouTube that simulates Fiat’s portal “Monte seu carro” (Car configurator). The user has the option to include and exclude features, change color and car version directly on YouTube.

“We expanded our presence on digital medias and created a Performance Room, which measures in real time the interaction with the audience, guiding the production of content and choice of the appropriate channels to reach customers in the most appropriate way”, says João Ciaco, advertising officer of FCA – Fiat Chrysler Automobiles for Latin America.

In addition to the product and communication, Fiat also innovated to improve its after-sales services. Last year, FCA invested in one of the most modern customer relations management tools, Siebel. This system makes it possible to organize customer information, set this data and get a detailed view of the relationship. The result is an even more customized service.

“Implementing Siebel represents also gains for our welfare network. For Fiat chain, for example, the gains in agility and analytical capacity were huge with this technological increment. Information is a very important tool for the aftermarket because the service cannot be regarded only as a reactive matter. The Siebel platform allows closer and intentional contact with consumers”, FCA’s Customer Care officer Cristiane Paixão noted.

In addition to technological enhancement, Mopar, FCA group business unit responsible for the after-sales services of the group's brands, invests in qualification of the customer service team, in the interaction and the scope of the network of dealers. In addition to all network support structure, the company works four after sales tools that support and guide the scope of care services for Fiat vehicles:

•          Fiat Witech Plus: intelligent and advanced software used during the analysis of the vehicle to identify, with complete accuracy, the car conditions. The method ensures efficiency, agility and tranquility to customers;
•          Fiat Experts: global training standard of Fiat dealers' experts, that ensures the effective and unified service in all offices;
•          Fiat Econtact: promotes direct contact between Fiat dealers and factory engineers to ensure increasingly competent and qualified technical support;
•          Fiat Support: wide coverage of the network with professionals ready to serve customers with the best technical support in the market, plus all support guaranteed by the Customer Care area.

“All this effort results in an even more personalized service and that, despite the differentiations of each vehicle and each brand generates a comfort that the client perceives as added value”, Mopar’s director for Latin America Norberto Klein noted.