KUALA LUMPUR: The Institute of the Motor Industry (IMI) has urged automakers and their authorised service centres in Malaysia to up the ante in customer service training to drive repeat business and higher customer lifetime value.
A return and investment (ROI) study at Mercedes-Benz has shown that training and development of customer service advisors can have a positive effect on business.
Customer service advisors at Mercedes-Benz in Britain, in the aftersales service and repair departments of the passenger car dealer network, had underwent an IMI customer service training program known as the C-Service Certification.
“With vehicle sales in Malaysia projected to decline by 1.44 per cent this year, all the more automotive companies need to look into customer service training. IMI’s customer service accreditations covers both technical and non-technical disciplines,” said IMI South-East Asia senior manager Matthew Stuart.
IMI offers Level 2 and 3 certificates in Customer Service which is for customer-facing staff including sales and after-sales customer service advisors.
One of IMI’s approved centers, Bermaz Motor Sdn Bhd which is the distributor of Mazda vehicles, scored the highest in the J.D. Power 2015 Malaysia Customer Service Index.
