As technology evolves, so do customer expectations. That’s why in recent years GM formed the Customer Experience (CX) team, whose vision is to deliver the world’s best customer experience in any industry. The CX team’s strategy, once fully implemented, is expected to dramatically improve our relationship with our customers and foundationally change the external perception of GM customer experiences. Some of its current initiatives include:
- Deliver world-class customer experience at every touchpoint by transforming customer experiences throughout GM’s digital interfaces, Contact Center interactions, eCommerce platforms and Customer Care & Aftersales (CCA) solutions.
- Grow the business and add customer value by supporting GM’s profit and loss business units with digital go-to-market strategies that grow our revenue and add value for our customers.
- Reimagine the purchase experience by rethinking the future of retail to prepare for the significant rollout of electric vehicles and the Ultium battery platform as they begin delivery to customers.
The CX team, together with IT, Global Product Development and business partners, have implemented over 300 improvements to digital customer interfaces, contact centers, brand sites and CCA solutions through 2020.
We recognize that overall customer satisfaction is a function of both quality products and customer interactions to create a distinctive customer experience. This requires having a 360-degree view of our customers that enables us to recognize, understand and serve them best.
We make great efforts to ensure our customers can share their concerns with us at any time. Our Customer Assistance Center is integrated with our U.S. dealer network, field organization, technical and parts assistance, engineering, product quality teams and OnStar and Roadside teams. Any GM employee or customer can easily report a concern or comment through the center’s website, email address or phone hotline, where our dedicated team works to quickly incorporate feedback and resolve concerns.
Another way we build loyalty is through the My GM Rewards program, the automotive industry’s first comprehensive loyalty rewards program. Once enrolled, members can earn and redeem points on eligible purchases, including new GM vehicles, parts, accessories, paid dealer services, OnStar and Connected Services plans and more. More than 5 million drivers have signed up for this program.
We measure customer satisfaction progress primarily through the Net Promoter Score (NPS), which is an important key performance indicator that gauges how likely a customer is to recommend our products. NPS is calculated as the percentage of customer promoters—defined as those who rated us a 9 or 10 on likelihood to recommend—minus the percentage of customer detractors—defined as those who scored us 0 to 6. We earned an exceptionally high rate of response, reaching 32% of customers surveyed. In 2020, our Net Promoter Score was 88, which is consistent with our score from 2019. Every customer also receives a dealer assessment, the Customer Satisfaction Index (CSI), that asks for feedback on both their sales and service experience at dealerships. Questions associated with NPS and our CSI survey are incorporated into a common global survey. We use the true NPS calculation, as we believe this data best represents customer satisfaction because it is a measure of advocacy. In addition to our internal metrics, we monitor third-party measures of customer satisfaction and quality to gauge our progress.