GM launches ‘Certified Service’ at Chevrolet, Buick, GMC, Cadillac dealerships

Article by Christian Andrei, on February 4, 2011

General Motors doesn’t do anything halfheartedly and while in 2010, it made a ton of donations, the carmaker will be focusing on its client base this year. GM wants its customers to be satisfied when they get their cars serviced at Chevrolet, Buick, GMC and Cadillac dealerships and so it launched the Certified Service, a series of measures meant to make the GM customer stay with the GM service.

The Certified Service consists of national retail programs, service performed by trained experts, a wider choice of service and price options, rebates on certain key products and services, and a tire price match guarantee.

Steve Hill, GM North American vice president, Customer Care and Aftersales, said that buying this vehicle is “only a portion of the customer’s full experience with their vehicle” to fulfill GM’s vision to design, build and sell the world’s best vehicles.

GM wants to offer a “truly exceptional ownership experience” starting on the first day of ownership until this customer buys its next car from the company. So far, 93 stores have signed up for the program. Soon, GM’s visual TV spots will start airing. These ads promote everything from oil change to the ACDelco Professional DuraStop ceramic brake pad rebate offer.

To promote Certified Service, GM launched a national advertising campaign on Feb. 1. The campaign includes TV commercials not only on major networkS but also on cable stations. The spots include a 30-second ad that promotes an oil change, four-tire rotation and a 27-point inspection and a 30-second spot that promotes rebate offer for an ACDelco Professional DuraStop ceramic brake pad.

Moreover, Web sites for dealer service have already changed to Certified Service while the Web site for corporate consumer service has changed to www.mycertifiedservice.com. Customers could visit this Web site to view service offers, tips and informational videos. Furthermore, new dealership signs, literature and other branded items like technician uniforms will transition to Certified Service throughout 2011.

Steve Hill remarked that dealers who committed to the Certified Service approach could expect support from a new, integrated sales and service field organization as well as new marketing programs like value pricing.

Hill quipped that by combining Certified Service with GM’s OnStar real-time onboard vehicle diagnostic capabilities as well as monthly email reports, customers will have access to current information regarding the status of their vehicle's operating condition and to all the needed resources for managing their car care.

Hill noted that it would be a no-brainer for customers to return to their dealerships for their vehicle needs. GM officially disclosed the change from Goodwrench to Certified Service in November 2010, as the carmaker needs to deeply embed vehicle services into the Chevrolet, Buick, GMC and Cadillac brands while providing dealers the required tools for retaining and growing their service business.

Press Release

Certified Service Launches at Chevrolet, Buick, GMC and Cadillac Dealerships

Certified Service, a new approach to help make customers so satisfied with service at the dealership that they won't want to take their vehicle anywhere else, is now available at all U.S. Chevrolet, Buick, GMC and Cadillac dealerships.

"The purchase of a vehicle is only a portion of the customer's full experience with their vehicle, which they will drive for several years," said Steve Hill, GM North American vice president, Customer Care and Aftersales. "For GM to fulfill its vision to design, build and sell the world's best vehicles, we must provide a truly exceptional ownership experience from the first day of ownership until they buy their next vehicle from us. Our customers expect and deserve this."

Certified Service elements include a new service look and feel, national retail programs offering competitively priced, convenient service performed by trained experts who best know these vehicles, and a new focus on the total vehicle ownership experience.

"Certified Service brings together many of the necessary elements for creating positive, long-lasting relationships with our customers," Hill said. "It's more than a name change - it's a commitment from the highest levels of this company to provide superior treatment, convenience and value during every service visit.

"Exceptional customer care is everyone's job at GM and our dealers', especially as newly launched vehicles – such as the Chevrolet Cruze and Volt – bring in more and diverse owners into the family."

Throughout 2011, Certified Service will continue to build upon a successful national value pricing strategy that includes pricing benchmarked against the competition; a broader choice of service and price options to suit owners' priorities and budgets; rebates on certain key products and services; and a tire price match guarantee. A signal of the success of the program is the record number of dealers – 93 percent – who have enrolled in the program.

A national advertising campaign, including TV spots on major network and cable stations, began running Feb. 1. One 30-second ad promotes an oil change, four-tire rotation and a 27-point inspection; and another 30-second spot promotes an ACDelco Professional DuraStop ceramic brake pad rebate offer.

Dealer service web site pages have changed to Certified Service, and the corporate consumer service web site transitioned to: www.mycertifiedservice.com, where service offers, tips and informational videos reside. New dealership signs, literature and other branded items, such as technician uniforms, will change over to Certified Service throughout 2011.

Hill said dealers, who are fully committed to this new service approach, will be supported by new, integrated sales and service field organization, as well as fresh marketing programs, such as value pricing, designed to bring more customers back to dealer service lanes.

"By combining Certified Service with our industry-leading OnStar real-time onboard vehicle diagnostic capabilities and monthly email reports, our customers will have current information on the status of their vehicle's operating condition and all the resources needed at their fingertips to conveniently manage their car care," Hill said. "We want to make it a no-brainer for them to return to their dealership for all of their vehicle needs."

GM announced the change from Goodwrench to Certified Service in November 2010. The change was made to more deeply embed vehicle service into the Chevrolet, Buick, GMC and Cadillac brands, and give dealers the tools they need to retain and grow their service business.

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