Customer and dealer service

The levers for building enduring customer relationships based on trust lie in the customer engagement tools provided by the Customer Opinion Survey and Customer Service.

Customer Experience

Piaggio has created and consolidated over time a customer engagement platform to understand the changing expectations of customers and gauge how effectively it meets those expectations by measuring brand reputation and customer loyalty.
The main items studied and monitored, also based on benchmarking with leading competitors are:

  • the motivations for choosing a brand and the fundamental features of products and services;
  • the adaptation of sales and assistance structures to satisfy specific needs;
  • the effectiveness of the sales network and services;
  • brand awareness and loyalty.

A dedicated customer engagement tool is up and running throughout the world in the form of a special Customer Experience portal, which enables customer opinions and feedback to be monitored in real time. 

In 2012 around 36,200 customers, 7,700 of which in Vietnam and 3,600 in Indonesia, actively participated in the engagement platforms.

Besides confirming that product quality and perceived reliability are key to customer retention, the feedback was also given to product innovation and development functions, to supplement market research and technical testing and inspection data they receive. In particular, suggestions about the product concept (technical characteristics) prompted ideas for new engines that can best meet the needs of an increasingly discerning clientèle, particularly as regards fuel consumption - which is coming to the fore in western markets and is vital for success on eastern markets.

Customer service

Customer service, together with the dealer network, represents the most important channel for our relationship with customers. The Group's Contact Centre Project operates in a multichannel environment, by contact and customer targets, and also has a virtual on-line space on a SAP CRM platform or on Sale for all main European markets, i.e. Italy, France, Spain, Germany, and Great Britain - as well as for the USA and Vietnam. The service is in the start-up stage in India.

In 2012 some 70,000 contacts were managed in Europe, with a further 5,000 in the rest of the world. Problems found in products or services accounted for 20% of calls for assistance,

The Group's service levels in its main markets match standards of excellence in the sector, with 85% of calls managed within thirty seconds, and resolution times below forty-eight hours.

In 2012 the CRM platform was launched in Indonesia, Holland, Belgium and Luxembourg and the web-based customer care service in India went into operation. The CRM platform is in the start-up stage in India. The platforms are all characterised by standardised management of customer reports that helps set international Group-wide response standards, while allowing real-time management of all the markets and functions involved in customer management.

Dealer Portal

The Dealer Portal is a gateway to applications, information and technical documents and sales literature designed to help dealers manage their markets according to common standards and criteria. Access is personalised on the basis of the role assigned to the partner by their agency agreement. In particular, the portal let dealers:

  • obtain information on promotional and sales methods for the range of products;
  • learn and train their own staff on product maintenance and customer management techniques;
  • access technical documents and sales literature.

The Dealer portal is normally combined with other activities, such as dealer conventions, workshops on specific issues and pilot tests on dealer panels for new projects, to ensure that dealer activities and initiatives translate into customer management methods able to build customer loyalty and develop dealers' reputations on the market.

Dealer Support Service

The Dealer Support Service provides daily assistance to ensure the optimal management of after-sales service – from delivery of the vehicle to management of assistance services and product warranties. The service represents the most important channel for managing our relationship with the network, and is based on a series of specialist platforms dedicated to logistics, product and accessory sales, and services. The support service is delivered through an on-line help desk, available for all our main European markets – Italy, France, Spain, Germany, Great Britain, Benelux as well as the USA, Vietnam and Indonesia.

Besides enabling service levels to be standardised for all our partners, in accordance with contractual arrangements, the platforms enable the right action to be taken and training , documentation and available information to be delivered in the most effective way.