Putting customers at the center of everything we do extends to the experience they have when visiting our dealerships.
It is essential that we maintain a consistent level of sales and service excellence to earn and maintain customer trust. Two elements of quality management systems help us achieve this consistency. We use Standards for Excellence (SFE) to measure dealers' sales and service performance and Essential Brand Elements (EBE) to update and measure the achievement of brand standards relating to the quality and effectiveness of dealers’ interaction with customers. The variable compensation of each dealership depends on the level of achievement under the SFE and EBE programs.
We also maintain the Mark of Excellence program, which annually recognizes high-achieving dealers, sales consultants, sales managers, service managers, service consultants, service technicians and parts teams. Out of GM’s 4,082 Chevrolet, Buick, GMC and Cadillac dealerships across the United States, 3,064 dealers and more than 60,000 dealer employees are enrolled in the 2021 Mark of Excellence program.
We provide both technical and nontechnical training and tools to dealerships to help them meet or exceed their customers’ expectations. This training includes modules for sales, finance, front office and management staff; apps for sales and service; and various reference documents, such as FAQs. Different departments in the dealership relating to sales, as well as service, must maintain a certain level of training performance by meeting technical and nontechnical criteria. For example, to self-authorize warranty claims, a dealer must maintain 100% training for technicians at all times. Our GM Internal Audit Staff ensures dealer compliance by auditing all dealerships on a rotating basis. Dealers are required to achieve third-party Automotive Service Excellence certification of their facilities, an industry standard and a customer-recognized seal of quality. Furthermore, while ISO 9000 certification is not mandatory, many dealers are ISO 9000 certified.
Throughout the COVID-19 pandemic, our brand teams have worked closely with GM Financial, OnStar, our dealer network and their Certified Service experts to ensure that customers had the resources needed to both purchase and service vehicles in a safe manner. Online vehicle shopping and home delivery were among the services offered to customers as an alternative to in-person visits.