Even though Lexus took the lead in J.D. Power and Associates' customer satisfaction rankings, the company continues investing in a new strategy based on another top-ranking brand - Apple. It recently announced plans to install a program similar to Apple's Genius Bar with which automotive delivery specialists will be able to help buyers understand the intricacies of cutting-edge technology in the vehicles.
The company decided it needed to offer more assistance after its customer service lines received 13,000 calls about navigation, audio and infotainment technology last year, up from 8,000 calls the year before. As the brand installs more advanced technologies in its cars, such as Bluetooth, digital audio systems and internet connectivity, consumers will need more guidance on how to use them properly.
"We're focusing on improving the delivery process, so [dealers] are hiring for new positions aimed at improving customer satisfaction, according to the wants and needs of the customer," Mark Templin, Lexus division’s general manager, explained. "We’ll be dedicated to helping the customer understand the advanced technology of the new vehicles."
The company plans to train approximately 2,400 existing personnel at the Lexus College in California by the end of June. After that, the automotive dealerships should have their own form of genius bars up and running to improve customer satisfaction and loyalty.