After Geely became a partner with DRB-HICOM in Proton 6 years ago, one of the first moves made by the new management was to upgrade the image of the dealer network. It was a tough and decisive move which was to set a new – and higher – standard to ensure sales and service would be in tandem with the Malaysian carmaker’s business model and objective to provide a new enhanced customer experience.
This saw the Proton network undergoing major revamping and dealerships that were unwilling to put in the effort to present a new Proton were ‘retired’. One of the requirements was that dealerships needed to be at least 3S (if not 4S), offering the full range of sales and aftersales services.
In the early years, there were many small dealerships which had just one shoplot and just sold cars, without offering their customers further services. Just selling new cars won’t make you rich as insiders will tell you, because the margin per car is small. But there were many such ‘1S’ outlets which may have been useful to give the new Malaysian brand more presence but as business ventures, they were doomed to remain stagnant as they could not make enough money to grow.
Where money is made is in aftersales services, which is why companies spend a lot of money in this area. A person may buy a number of cars in his or her lifetime and they would need servicing regularly. If that person can be loyal to the brand and continue to buy its new models each time, then the company will gain in all the aftersales business that can be provided.
Ownership experience matters – a lot
However, to gain that customer loyalty requires not just good products but also a good ownership experience and customer service plays a strong part. Proton has raised the quality of its products with technologies on par with other brands and now it is putting increased attention into the aftersales area.
In a decisive move to enhance customer satisfaction, the carmaker has formulated a strategy known as the Proton Operational Excellence (POE) initiative. This strategy aims to improve the performance of its service centres nationwide to build more trust in the brand.
Starting with 13 pilot outlets, the POE initiative will progressively be introduced at 3S and 4S outlets throughout the country. The phased approach allows systematic implementation, ensuring operational excellence at every customer touchpoint.
Operational excellence as a key driver
“POE symbolizes a fundamental initiative, reflecting Proton’s dedication to aftersales operational efficiency and service quality. The focus areas include adherence to high-quality service processes, technician competencies, future Dealer Management System integration, and fostering trust in the brand,” explained Roslan Abdullah, CEO of Proton Edar.
The strategies include securing preferred appointment dates and aligning service processes with customer needs. Technician development is also central to POE, with comprehensive training programs ensuring continuous skill elevation. This initiative equips technicians with advanced knowledge, keeping them at the forefront of automotive technology for efficient issue resolution.
Encik Roslan added that Proton has already undergone major transformations with network rationalisation and parts warehouse expansion. “Our comprehensive network rationalisation ensures optimal coverage; being the largest 3S/4S network of 155 outlets, we are well-positioned to meet and exceed customer expectations,” he said.
With the increased warehouse capacities, larger stocks of critical items can be maintained. This has seen delivery times to service centres significantly reduced by at least 30%. For vehicle owners, it will reduce waiting time for repairs. “It’s our way of saying we’re here for you, ready to keep you on the road with minimal disruption,” said Encik Roslan.
Fostering trust and confidence
While Malaysians have supported the national brand for decades, it’s no secret that there has also been issues with confidence in the brand. Product quality and services have fluctuated, and contributed to the brand losing its No.1 position. Thus, beyond operational enhancements, Proton is placing a strong emphasis on building and reinforcing trust and confidence in its brand and services.
Empowering the dealer network, open communication channels, collaborative efforts, one-to-one coaching sessions, and sharing best practices among dealerships to strengthen the network. At the same time, Reward & Recognition schemes acknowledge dealers for outstanding customer service, celebrating milestones and instances where dealers go above and beyond. These initiatives cultivate a culture of excellence within the dealer network.
“We understand that your time is precious, and your preferences are diverse. That’s why we’ve introduced fast service options and created a cozy waiting area with quality cafes. It’s a space where quality isn’t compromised, catering to both the busy and the laid-back, ensuring that your experience with Proton is not just efficient but enjoyable,” said Encik Roslan.
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