Geely owned Volvo Car UK is to set new dealer standards for its distribution network and introduce two new initiatives aimed at removing some of the perceived barriers between customers while improving trust, service and overall impressions of the brand.
‘Volvo Retail Experience’ will focus on the space and design of the dealership and is designed to reflect “Scandinavian-inspired” values of calm, clean lines with what the company describes as “cool on the outside and warm on the inside” architecture.
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Large exterior and interior glazing will allow customers to see all activity in the new workshops while, inside the showroom, the focus will be on physical and digital presentation.
Phil Hand, head of network development for Volvo Car UK, said: “VRE has been designed to tackle the challenge of bridging the gap between an ever-improving market sector and the current Volvo dealership customer experience. Workshops are integral to the customer experience, so being able to see in and out of the ‘window’ between the dealership spaces becomes a symbol of trust between Volvo and our customers.
“VRE isn’t just about a change of furniture though – it’s a new way of retailing designed to make our customers feel relaxed and at ease in an environment that informs and provides flexible waiting, working and assessment areas.”
The other new initiative, ‘Volvo Personal Service’, streamlines aftersales functions to improve workshop efficiency, job throughput and revenue opportunities for dealers while delivering a more personal service to customers via a dedicated service technician.
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By GlobalData‘Personal Service Technicians’ will become a single point of contact for customers, helping to build trust and transparency, the carmaker said.
Volvo Car UK has worked with dealerships to adapt existing roles for service advisors and managers who will continue to oversee workshop and service operations ensuring no attrition during the implementation of VPS.
The new concept has been piloted at various sites across the UK since 2013 and Volvo is now committed to launch the VPS programme at all dealerships by 2017. All UK sites will subsuquently be converted to the “more Swedish” VRE style by 2020.
