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NEWS
Holden VIP program kicks off
GM brand claims Aussie first with 10-strong council of loyal Holden ownersHolden has flown 10 owners to Melbourne for a marketing campaign aimed at 'recognising' them and obtaining their feedback.
The 'Customer Council and VIP experience' has been drawn together based on customer names forwarded by Holden's dealers. According to Holden it's the first campaign of its type in Australia, and the owners taking part were invited to tour the Lang Lang proving ground and the Design Centre in Port Melbourne.
"The Holden brand inspires passion right across Australia and we're constantly striving to reward that passion with a customer experience that is second to none," said Holden Executive Director of Aftersales, Michael Filazzola.
"As part of the Customer Council, we held a detailed question and answer session where we had an honest and detailed discussion about our products, customer service and plans for the future. The feedback we received is invaluable as we continue to strengthen our customer experience and product portfolio. This is just the first of many Customer Councils to come.
"We discussed a number of areas which we can, and will, act on; including streamlining the servicing experience and greater use of technology to aid convenience. We also discussed Holden's involvement in the Australian community through our Homeground Advantage program, which was very well received.
"It was also fantastic to see the passion for the Holden brand among these customers; one participant had purchased more than 30 new Holdens over the years."
Holden's plans for the council were revealed at the time Holden launched the updated Trax earlier this year. It was one of a raft of measures announced by Holden's former MD Gerry Dorizas as a broad-based strategy to keep the brand healthy and ensure customer satisfaction remain high as the company moves closer to full-line import status from 2017.
During the period since announcing it would cease local manufacture and close the Elizabeth plant, the company has struggled to relay its message of hope for its own future. Dorizas had told journalists at the start of this year that the company would overtake Toyota in sales by 2020. But Dorizas himself didn't stick around for that result, opting instead to resign just last month – after less than 12 months in the job. To date there has been no replacement for him.
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Written byCarsales Staff
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