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.