General Motors is serious about upping its level of quality and keeping its customers coming back to its showrooms. To help incentivize this for GM’s employees, the company has added a new level of compensation – if customer retention rates rise, so too will employee bonuses.
According to Automotive News, GM North American president Mark Reuss wants the General’s customers to keep coming back for more. The better the overall customer retention GM has with its four brands, the higher the bonuses will be. “That is the ultimate result of why we’re doing all of this, right? People come back and buy our cars and trucks,” Reuss told AN.
GM has yet to announce how much the bonus will be, but the customer-retention component was just added for this year. Last year, GM added bonuses for salaried workers that require hitting company-wide targets for vehicle quality, says AN.
Reuss is looking to overhaul the end-customer service experience and has encouraged things such as Chevrolet dealers to visit Disney World and Cadillac dealers to go to Ritz-Carlton hotels on how to treat customers. As part of this new plan, Reuss also added the responsibility of vehicle quality to Alicia Boler-Davis, who is also in change of customer experience.
General Motors has seen its quality levels improve by leaps and bounds in recent years. Much of the credit has gone to former vice chairman and “product czar” Bob Lutz, who is no longer with the company. Lutz pushed for higher-quality and more fun-to-drive vehicles that could better compete against the vehicles fielded by other automakers. Since being assigned North American sales, AN reports that Reuss has carried on Lutz’s mantra of higher quality cars and emphasizing customer loyalty. As for fun-to-drive? Well, we hear Chevy’s launching this thing called the 2014 SS…
Source: Automotive News (Subscription required)