Road to DOTY: Do you have what it takes?

Service Design Blueprint for KIA Dealers

Customer Journey

• The customer journey involves six stages: Awareness, Consideration, Purchase, Delivery, Ownership, and After-sales Service.

Touchpoints

• Dealer Website: The first point of contact for many customers seeking information about KIA vehicles.
• Showroom: A physical location where customers can view and test drive vehicles.
• Phone Calls: Direct communication for inquiries and service appointments.
• Emails: Follow-up communications and promotional offers.
• Test Drives: A practical experience of the vehicle's performance.
• Service Appointments: Scheduled maintenance and repair services.
• Social Media: Engagement and interaction through platforms like Facebook, Instagram, and Twitter.
• Marketing Events: Public events to showcase new models and engage with potential customers.

Frontstage Activities

• Greeting and Consultation: Initial interaction where sales staff greet and understand customer needs.
• Test Drives: Arranging and conducting test drives to give customers a feel of the vehicle.
• Price Negotiations: Discussions around pricing, discounts, and offers.
• Financing Options: Providing information and processing financing solutions.
• Vehicle Delivery: Final handover of the vehicle to the customer, including a detailed walkthrough of features.
• Service Booking: Scheduling maintenance and service appointments.
• Maintenance: Actual service and maintenance work performed on the vehicles.

Backstage Activities

• Inventory Management: Keeping track of vehicle stock, parts, and accessories.
• Vehicle Preparation: Ensuring vehicles are cleaned, fueled, and ready for display or delivery.
• Staff Training: Continuous training programs for sales and service staff to maintain high service standards.
• Marketing Campaign Execution: Planning and executing marketing strategies to attract and retain customers.
• Data Analysis: Monitoring sales data, customer feedback, and market trends to inform business decisions.
• Order Processing: Handling the administrative aspects of vehicle sales and orders.

Support Processes

• CRM Systems: Customer Relationship Management systems to track interactions and manage customer information.
• ERP Systems: Enterprise Resource Planning systems for integrated management of core business processes.
• IT Support: Technical support to maintain and troubleshoot digital tools and systems.
• Training Programs: Structured programs for staff development and skill enhancement.
• Supply Chain Management: Efficient management of the supply chain to ensure availability of vehicles and parts.
• Customer Feedback Loops: Systems to collect, analyze, and act on customer feedback.

Physical Evidence

• Dealership Signage: Clear and professional signage to enhance brand visibility.
• Business Cards: Personalized cards for sales and service staff.
• Brochures: Informative brochures detailing vehicle models and services.
• Vehicle Presentation: Ensuring vehicles are clean, well-presented, and ready for customer interaction.
• Service Documentation: Detailed records of services performed and maintenance schedules.
• Customer Gifts: Small tokens of appreciation like branded merchandise.

Do you have what it takes to make the whole way and maybe even come first? Well, let’s check it!