MOTORING NEWS - VW took the number one spot in the Ask Afrika Orange Index 2016/17 Top 10, at a chic cocktail function at the Wanderers Club in Gauteng. The Index measures and recognises customer service benchmarking and social profiling.
VW was delighted with the award. “As a brand we put a lot of effort into customer service - it is a key KPI that we measure ourselves on. So, to be recognised overall for something we are so passionate about by winning this accolade is amazing,” says Carla Wentzel – general manager: sales and marketing for Volkswagen.
She acknowledged all the VW dealers for their massive contribution towards winning the Award. “Our dealers are the ones at the coal face of customer service and without them winning this Award would not have been possible.”
She adds: “The VW brand is about people and good customer experience is about connecting with them. We are a people brand and customer service talks to our brand values.”
Customer service is a direct reflection of company leadership says Andrea Gevers-Rademeyer, CEO and founder. “The winners of the Orange Index all boast CEOs that lead by example and are people-centric, and obsessed with their customers.”
The Orange Index looks at what matters most to consumers right now, says Sarina de Beer, managing director. “This remains true for 12 to 18-month period and then it changes and this is why customer service is so difficult for brands currently. As they understand the trend, it shifts. Brands need to be agile and adapt to changes constantly.”
What makes the Orange Index different to other Indexes is that 30% of its total score measures emotional satisfaction. “If you only measure customer satisfaction then you are only measuring transactional satisfaction. In today’s world where emotions play such a big role in our lives - think of emoji’s – that we have to look at the emotional component.”
Customer service is a direct reflection of company leadership says Andrea Gevers-Rademeyer, CEO and founder. “The winners of the Orange Index all boast CEOs that lead by example and are people-centric, and obsessed with their customers.”
The Orange Index looks at what matters most to consumers right now, says Sarina de Beer, managing director. “This remains true for 12 to 18-month period and then it changes and this is why customer service is so difficult for brands currently. As they understand the trend, it shifts. Brands need to be agile and adapt to changes constantly.”
What makes the Orange Index different to other Indexes is that 30% of its total score measures emotional satisfaction. “If you only measure customer satisfaction then you are only measuring transactional satisfaction. In today’s world where emotions play such a big role in our lives - think of emoji’s – that we have to look at the emotional component.”
