BMW ActiveHybrid 3 Owner's manual

Kia Reference Guide

Updated October 2014

1

K

i

a

C

a

n

a

d

a

C

u

s

t

o

m

e

r

E

x

p

e

r

i

e

n

c

e

P

r

o

g

r

a

m

R

e

f

e

r

e

n

c

e

G

u

i

d

e

Kia Reference Guide

Updated October 2014

2

Index

KIA CUSTOMER EXPERIENCE PROGRAM OVERVIEW ................................................................................ 3

KIA CUSTOMER EXPERIENCE ONLINE SALES SURVEY ............................................................................. 4

WHO RECEIVES E-MAIL INVITATIONS FOR THE SALES SURVEY?

........................................................................ 4

WHO RECEIVES MAIL INVITATIONS FOR THE SALES SURVEY?

............................................................................ 4

WHEN AND HOW OFTEN ARE SALES INVITATIONS SENT?

................................................................................... 5

WHAT QUESTIONS ARE ON THE SALES SURVEYS?

............................................................................................... 5

WHAT TRIGGERS SALES SURVEY HOT ALERTS?

................................................................................................... 6

KIA CUSTOMER EXPERIENCE ONLINE SERVICE SURVEY ........................................................................ 6

WHO RECEIVES E-MAIL INVITATIONS FOR THE SERVICE SURVEY?

.................................................................... 6

WHEN AND HOW OFTEN ARE SERVICE INVITATIONS SENT?

............................................................................... 7

WHAT QUESTIONS ARE ON SERVICE SURVEYS?

................................................................................................... 7

WHAT TRIGGERS SERVICE SURVEY HOT ALERTS?

............................................................................................... 8

SURVEY SCORING ................................................................................................................................................... 8

HOW ARE THE SURVEY RESPONSES SUMMARIZED?

............................................................................................. 8

HOW WILL MISSING DATA BE HANDLED?

............................................................................................................... 9

KIA OWNER PANEL ................................................................................................................................................. 9

APPENDIX 1: KIA CUSTOMER EXPERIENCE PROGRAM SALES AND SERVICE SURVEY SCREEN

SHOTS ....................................................................................................................................................................... 10

APPENDIX 3: KIA CUSTOMER EXPERIENCE PROGRAM SALES SURVEY ........................................... 58

APPENDIX 4: KIA CUSTOMER EXPERIENCE PROGRAM SERVICE SURVEY ...................................... 62

APPENDIX 5: KIA CUSTOMER EXPERIENCE PROGRAM SALES AND SERVICE INVITES AND

REMINDERS ............................................................................................................................................................ 68

APPENDIX 6: KIA CUSTOMER EXPERIENCE PROGRAM SALES MAIL INVITES ............................... 72

Kia Reference Guide

Updated October 2014

3

Kia Customer Experience Program Overview

A customer comes into your dealership to purchase a vehicle or to have a vehicle serviced. Shortly after

the purchase or the service, the customer, for whom we have a valid e-mail, will receive an e-mail

invitation to participate in a web survey asking detailed questions about the dealership experience (Refer

to Appendices 1 to 4). Through the customer responses, we will be able to measure each customer’s

satisfaction and future loyalty to the dealership.

Kia Customer Experience Program (CEP)

Kia has experienced strong levels of sales growth. Growth can present challenges and going forward,

one of the over-arching goals of the new CEP is to take Kia to the next level in terms of the level of

customer experience that is being delivered by the Dealer body in both the purchase and service areas.

This means that new and innovative tools need to be provided so that we can measure, assess, and take

action on the voice of the customer so as to improve our operations. The information obtained from

customers will be reported to dealer and corporate personnel with a focus on taking action to improve

the customer experience.

All work was done in compliance with the marketing research specific ISO 20252 standard.

Kia Reference Guide

Updated October 2014

4

Kia Customer Experience Online Sales Survey

The primary objectives of the sales surveys are to:

 Help dealership management identify the drivers of loyalty and the causes of customer disloyalty.

 Follow up with Hot Alert customers and help the dealership evaluate the effectiveness of its

current problem resolution process.

 Identify trends in dealership behavior and customer attitudes/impressions of their dealership

experience.

 Connect and quantify other aspects of the ownership experience such as brand and vehicle satisfaction

in driving loyalty and retention.

Who Receives E-mail Invitations for the Sales Survey?

Shortly after the purchase, an e-mail invitation to participate in the Sales online survey is sent to new car

buyers and for whom Kia has valid e-mail addresses.

Who Receives Mail Invitations for the Sales Survey?

Mail invitations will only be sent to sales customers for whom we do not have an email address or if the

customer has not responded to the email invite after the first reminder. If a purchase invitation is not

responded to after the first reminder email, then a letter invitation will be issued in the next weekly

mailing. The graphic below illustrates when an email and mail invitation is sent to a customer.

The purchase invitation consists of a letter asking the respondent to complete the survey online. The

letters are printed in English or French depending on the customer’s language choice. The URL address,

username (survey id) and password will be included in the letter invitation. Customers can follow the

instructions to reach an online version of the survey. Additionally, we are using a QR code on the

invitations for easy access to the survey on a mobile device. There is not a mobile version of the survey,

but respondents can use the QR code to access the survey if they want to use their smart phone.

Kia Reference Guide

Updated October 2014

5

When and How Often Are Sales Invitations Sent?

Survey e-mail invitations are sent Monday–Friday, excluding holidays. The mail invitations are mailed

once a week.

All Sales records, excluding businesses, with a valid e-mail address or mailing address are sent out for

surveying. If a response has not been received we send a reminder e-mail five days later. The survey

remains available to the respondent for 75 days.

Refer to Appendix 5 to review the Sales and Service invitations and reminders.

What Questions Are On The Sales Surveys?

There are approximately 51 possible closed-end questions plus 4 possible open-end questions depending

on the responses the customer chooses.

Four of the open-ends will have the capability for Smart Probing. Smart Probing provides good insight

and more detail into the initial responses provided by the customer by drilling down to the core issues

that are of concern. Below is an example of an open-end question with the Smart Probing:

Question 3: Previously you rated elements of the dealership facility experience as “fair” or “poor”. What

exactly about the experience caused you to provide this rating?

 If the person does not enter a comment, they will receive the Smart Probe “Is there anything you can

tell us about your experience with the dealership facilities?”

 If the person enters less than 50 characters, they will receive the Smart Probe “Could you please tell us

more about your experience with the dealership facilities?”

Refer to Appendix 1 to review a sampling of screen shots from Sales online surveys.

Kia Reference Guide

Updated October 2014

6

What Triggers Sales Survey Hot Alerts?

A sales survey generates a Hot Alert if the respondent answers, “Fair” or “Poor” to the following question,

“Overall, how would you rate your recent Purchase experience?” and/or if the respondent answers

“Probably would not” or “Definitely would not” to the following question “How likely are you to

recommend this dealership to a friend or relative?” Hot Alerts from the sales survey are posted to the

Web site on weekdays (Monday-Friday).

There is a Hot Alert Escalation process that allows a Hot Alert to be escalated when a dealer has not

begun working on a resolution. An e-mail notice will be escalated to District and Corporate employees in

order to engage the dealership’s problem resolution process. The process will work as follows:

Sales Escalation Process

 1

st

- Hot alert issued with email sent to Dealer Principal, General Manager and Sales

Manager.

 2

nd

- After 48 hrs. (2 business days) of no action, an email is sent to the District Sales

Manager and cc 1

st

notified group.

 3

rd

- After another 48 hrs. (2 business days) of no action, an email is sent to the Corporate

Head Office, Regional Manager and cc 1

st

and 2

nd

notified groups.

Kia Customer Experience Online Service Survey

The primary objectives of the service surveys are to:

 Help dealership management identify the drivers of loyalty and the causes for customer disloyalty.

 Follow up with Hot Alert customers and help the dealership evaluate the effectiveness of its

current problem resolution process.

 Identify trends in dealership behavior and customer attitudes/impressions of their dealership

experience.

 Connect and quantify other aspects of the ownership experience such as brand and vehicle satisfaction

in driving loyalty and retention.

Who Receives E-mail Invitations for the Service Survey?

Shortly after a service event, an e-mail invitation to participate in the Service online survey is sent to

service customers (warranty and customer pay) for whom Kia has valid e-mail addresses. The graphic

below illustrates when an email invitation and reminder is sent to a customer.

Kia Reference Guide

Updated October 2014

7

When and How Often Are Service Invitations Sent?

Survey e-mail invitations are sent Monday–Friday, excluding holidays.

All Service records (warranty and customer pay) with a valid e-mail address are sent out for surveying. If

a response has not been received we send a reminder e-mail five days later. If a service invitation is not

acted upon, up to 2 service reminders will be issued. If a customer does not respond to the second email

reminder, then no letter invitation will be issued for service. The survey remains available to the

respondent for 75 days.

Refer to Appendix 5 to review the Sales and Service invitations and reminders.

What Questions Are on Service Surveys?

There are approximately 53 possible closed-end questions plus 6 possible open-end questions depending

on the responses the customer chooses.

Six of the open-ends will have the capability for Smart Probing. Smart Probing provides good insight and

more detail into the initial responses provided by the customer by drilling down to the core issues that

are of concern. Below is an example of an open-end question with the intelligent probing:

Question 5: Previously you rated elements of the service visit as “fair” or “poor”. What exactly about the

experience caused you to provide this rating?

 If the person does not enter a comment, they will receive the intelligent probe “Is there anything you

can tell us about your experience with the service visit?”

 If the person enters less than 50 characters, they will receive the Smart Probe “Could you please tell us

more about your experience with the service visit?”

Refer to Appendix 4 to review a sampling of screen shots from the Service online surveys.

Kia Reference Guide

Updated October 2014

8

What Triggers Service Survey Hot Alerts?

A service survey generates a Hot Alert if the respondent answers, “Fair” or “Poor” to the following

question, “Overall, how would you rate your recent service experience?” and/or if the respondent

answers “Probably would not” or “Definitely would not” to the following question “How likely are you to

recommend this dealership to a friend or relative?” and/or if the respondent answers “No” to the

following question, “Was the work done right the first time?” Hot Alerts from the service survey are

posted to the Web site daily, Monday to Friday.

There is a Hot Alert Escalation process that allows a Hot Alert to be escalated when a dealer has not

begun working on a resolution. An e-mail notice will be escalated to District and Corporate employees in

order to engage the dealership problem resolution process. The process will work as follows:

Service Escalation Process

 1

st

- Hot alert issued with email sent to Dealer Principal, General Manager, Fixed Operations

Manager, and Service Manager.

 2

nd

- After 48 hrs (2 business days) of no action, an email is sent to District Parts and Service

Manager and cc 1

st

notified group.

 3

rd

- After another 48 hrs (2 business days) of no action, an email is sent to Corporate Head

Office, Regional Manager and cc 1

st

and 2

nd

notified groups.

Survey Scoring

How Are The Survey Responses Summarized?

The following outlines how Maritz will score the data:

 Aggregated scoring will be conducted daily, Monday to Friday (excluding holidays).

 Scoring (counts/percentages) for Region, District and National levels are recomputed each day based

upon the current dealer organization hierarchy. In the event of an organization change, changes will

apply to historical data.

 Online survey returns that have been successfully submitted are classified as a valid return and will

be the only surveys included in scoring.

 Scores for all levels and scoring durations will be based on survey-level data. (e.g. a 1-month dealer

level score will be based on the individual responses associated with that score. Likewise, a 12-month

national level score will be based on the individual responses associated with that score.)

 Terminated/Buy-Sell Dealers

o Terminated and buy-sell dealers are handled the same.

o The returns for the terminated dealer coming after the termination date are not processed and

scored. Historical scores (before the termination date) for the terminated dealer remain on the

system.

 Question Score Calculations

o Response answers and their associated score – 5 point scale

 Top Box (e.g., Excellent) -- 100

 Second Box (e.g., Very Good) -- 75

 Middle Box (e.g., Good,) -- 50

 Second Bottom Box (e.g., Fair) -- 0

Kia Reference Guide

Updated October 2014

9

 Bottom Box (e.g., Poor) -- 0

o Response answers and their associated score – Yes/No scale

 Yes – 100

 No – 0

o The score for an individual question is calculated as follows:

 Sum the values associated with each individual response

 Divide the sum by the number of valid responses

The following are the calculations and counts that will be available in the system. These will be across

employees, dealers, and the dealer’s hierarchy.

 1 month

 Rolling 3 months

 Rolling 12 months

 Year to date

Scores will be formatted to one decimal place. However, any calculations will utilize the decimal

version of that score to 8 decimals.

When calculating the index scores, these will be calculated at respondent (VIN) level, and then averaged

out for all the hierarchy levels. In an ideal world, each respondent would answer every question included

in the index calculations. Obviously, this is not the case. If a customer does not answer a section of the

questions included in the index score, then that survey will not have an index score calculated.

How will missing data be handled?

If a customer does not provide answers to an entire category section, which include weights, we will

handle this as missing data and we cannot provide a score for this customer at the respondent level. The

weights of the index will be rebased within the subfactor, resulting in the weight for each of the

subfactors to remain constant and the weights within each of the subfactors being redistributed.

How does this work? If a respondent doesn’t answer a particular question, the weights for each of the

subfactors is kept constant and the weights are adjusted within each subfactor (e.g. service initiation,

service consultant, service facility, pickup, quality). The index calculations are created the same for

everyone so it is more of an even playing field. This will specifically apply to Lube Oil Filter only surveys

since each of the OSAT questions will use the subfactor weights.

Kia Owner Panel

Kia owners will be recruited to be panel members by completing the online purchase and service surveys.

The panel will have monthly surveys with various topics of interest to Kia Canada. Each survey will be no

more than ten closed-ended questions at a time. Given that the panel size needs to be sufficient to field a

Kia Owner Survey, assume the first owner panel survey will occur in April 2012 and monthly thereafter.

Kia Reference Guide

Updated October 2014

10

Appendix 1: Kia Customer Experience Program Sales and Service

Survey Screen Shots

Kia Reference Guide

Updated October 2014

11

Kia Reference Guide

Updated October 2014

12

Kia Reference Guide

Updated October 2014

13

Kia Reference Guide

Updated October 2014

14

Kia Reference Guide

Updated October 2014

15

Kia Reference Guide

Updated October 2014

16

Kia Reference Guide

Updated October 2014

17

Kia Reference Guide

Updated October 2014

18

Kia Reference Guide

Updated October 2014

19

Kia Reference Guide

Updated October 2014

20

Page is loading ...

BMW ActiveHybrid 3 Owner's manual

BMW ActiveHybrid 3 Owner's manual

Other documents