Customer and dealer service

Customer Opinion Surveys and Customer Service comprise the customer engagement tools for building enduring customer relationships based on trust.

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 customer care service operates on main markets where the Group's products are sold.
In 2013, a new partnership was forged to measure customer experience, making it possible to change the methodological research structure to new international industry standards. In particular, in main European countries (Italy-France-Spain-Germany and the UK), telephone surveys, used this year to measure customer experience of new products (the California 1400, Caponord and Vespa 946), were combined with web research on all brands and main consolidated products, in order to measure the competitive position of the entire range. The performance level of the service network was also measured using the web. As regards Asian markets, telephone surveys on products and service experience were carried out along with “welcome calls” made by Piaggio Vietnam personnel a few days after purchases, targeting 100% of customers, to evaluate the efficiency of the sales network in transferring brand values to end customers. Customer experience was also measured on the US market on an experimental basis, for the motorcycle segment, using a customised web search and was entirely managed by Piaggio personnel. In total, approximately 20,500 customers took part in the engagement platforms.

Besides confirming perceived reliability and quality of products as key elements for customer loyalty, the comments were also used to provide product innovation and development teams with information in addition to data on faults/failure of products under warranty and technical tests and trials. In particular, any suggestions on the product's “concept” (technical characteristics) have made it possible to develop new engines that are more capable of meeting the demands of increasingly “demanding” customers especially in terms of fuel consumption: a growing need in Western countries and a must for success on Asian markets.        

Customer service

Customer service, together with the dealer network, represents the most important channel for customer relations.
The Group's Contact Centre Project operates in a multichannel environment, by contact and customer targets, and has a virtual on-line space on the SAP CRM platform for all main European markets - Italy, France, Spain, Germany, Benelux and Great Britain, as well as for the USA, Indonesia and Vietnam. In 2013, the SAP CRM platform replaced Sale on the Indonesian and Vietnamese markets. In India, another management tool specifically developed for this market, was implemented.
In 2013, more than 66,000 contacts in Europe and over 4,000  in the USA, Vietnam and Indonesia were handled; problems with products and/or services accounted for 22% 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 average resolution times of just over forty-eight hours.
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 in real time. Access is personalised on the basis of the role assigned to the partner by their agency agreement. Specifically, the Dealer Portal enables dealers to:

  • 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 the management application for technical and sales documentation.

Other activities took place, such as dealer conventions, workshops on specific issues, pilot tests on dealer panels for new projects and sales and technical training. The aim was to ensure that Group and dealer activities and actions target customer management in order to establish customer loyalty and consolidate the Group's reputation on the market.
The Group also promotes responsible sales techniques, based on information that is transparent, complete and conforming, given to customers throughout the sales process.

Dealer Business Service

The Dealer Business Service provides daily assistance to dealers, to ensure optimal management of the after-sales service: – from ordering the vehicle to information on delivery, product warranty management and assistance in general. The service represents an important channel for managing relations with the network, and is based on a series of specialist platforms dedicated to logistics, product and accessory sales and service. The support service is delivered through a Help desk available to all major European markets: Italy, France, Spain, Germany, Great Britain, Benelux, USA, Vietnam and Indonesia. 

Besides enabling service levels to be standardised for all 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.