Fleet customer loyalty analysis and action plan for Volkswagen Service in Finland
Weglage, Henrike (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021080916936
https://urn.fi/URN:NBN:fi:amk-2021080916936
Tiivistelmä
The objectives of this thesis were to analyse the loyalty on the aftermarket among fleet customers of Volkswagen Commercial Vehicles and, along with that, the ones of the importer K-Auto, and to identify fleet customers with deficient loyalty. These customers should be analysed in greater depth, and based on this operational measures should be defined to increase customer loyalty. Furthermore, strategic measures were determined to tackle trends in the automotive industry and the corresponding aftermarket to create an all-encompassing action plan. Moreover, suggestions for a modification of the CRM tool had to be made by identifying potential for improvement and designing an optimised dashboard. Next to the theoretical background about, organisational planning and trends in the automotive industry provided in this thesis, explanations of the methodology of data analyses and surveys are encompassed, which were conducted to gather the needed information.
In the course of the study, five customers plus leasing companies in general were identified as particularly affected. For these customers, individual customer profiles were created. The resulting operational measures can be summarised under the promotion of already existing and future aftersales service offers and a more intensely communication with the customer. The identified reflected trends are electrification and the desire for sustainability, digitalisation and automation, the demand for a professionally managed fleet and also, the trend towards individualisation. Therefore, strategic measures can be classified into promoting more offers concerning electric vehicles, more differentiated customer service and an enhanced customer journey. The weaknesses in the CRM tool have been eliminated so that a modified and much simpler and clearer version was created.
The following steps after the completion of this project will be a cost-benefit analysis of the defined measures and subsequently the presentation of these for the management level. Additionally, it will be discussed with the IT department whether and when the modified version of the CRM tool can be implemented.
This thesis contains confidential information from K-Auto Oy. Consequently, the affected sections were deleted in the public report. Furthermore, the customer names were changed.
In the course of the study, five customers plus leasing companies in general were identified as particularly affected. For these customers, individual customer profiles were created. The resulting operational measures can be summarised under the promotion of already existing and future aftersales service offers and a more intensely communication with the customer. The identified reflected trends are electrification and the desire for sustainability, digitalisation and automation, the demand for a professionally managed fleet and also, the trend towards individualisation. Therefore, strategic measures can be classified into promoting more offers concerning electric vehicles, more differentiated customer service and an enhanced customer journey. The weaknesses in the CRM tool have been eliminated so that a modified and much simpler and clearer version was created.
The following steps after the completion of this project will be a cost-benefit analysis of the defined measures and subsequently the presentation of these for the management level. Additionally, it will be discussed with the IT department whether and when the modified version of the CRM tool can be implemented.
This thesis contains confidential information from K-Auto Oy. Consequently, the affected sections were deleted in the public report. Furthermore, the customer names were changed.