General Motors will listen to the “voice of the customer” when solving current problems and designing to prevent future problems on its models.
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“We’re not waiting for customers to come to us,” said Alicia Boler-Davis, vice president of Global Quality and U.S. Customer Experience. “We proactively reach out to offer support and open a dialogue with our Chevrolet, Buick, GMC and Cadillac customers. This includes our social media team interacting on Facebook, Twitter and popular vehicle forums to offer assistance.”
Resolving problems, however, is only one of the goals. At the same time, GM is implementing procedures to channel data from the centers to its designers and engineers to capture the voice of the customer for further improvements in vehicle programs.
The Customer Engagement Center is part of a broad shift in GM’s approach to information technology or IT, the maker recently announcing the latest in a series of IT centers opening up across the country, including facilities near Atlanta, Phoenix and Austin, Texas. Until now, the maker has largely outsourced such operations to partners including EDS and HP.