Kia has set up a team to focus on improving customer service for both retail and fleet customers. The initiative will form a key part of its strategy for 2013.

“Our product has evolved, our brand reputation has improved and the quality of our dealer facilities is making progress,” said Kia UK managing director Michael Cole. “Now it’s about customer experience. We have to deliver the same improvement and promise. This is the challenge for us and our dealers.”

Action has become more pressing as Kia wins conquest business from its rivals including, in the case of the Sportage, premium brands. It needs to deliver a standard if service that these buyers are accustomed to.

“Our dealers are all doing business models on planning volumes to delivery customer experience with increasing sales,” said Cole.

He is recruiting a new fleet service manager to improve support to fleets. One of their responsibilities will be to set up a fleet service programme to mirror the Care3 offer in retail. It is likely to include a fleet charter which will lay out Kia’s promises on service delivery to corporate customers.

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