Proactive customer service operations development for an automotive tyre service centre

Abstract

The purpose of this research is to create new customer service model in fleet management for Company A which is the automotive tyre service centre due to change the company administration to be proactive management by developing relationship with customers. Also, the research focuses on customers in private companies, which are fleets of large vehicles, in order to maximize customer loyalty with the main customer group of company. Therefore, the design of this research used Business Model Canvas (BMC) to be the structure of the research and adapting Vendor Managed Inventory (VMI) concept to develop in the form of Vendor Managed Service (VMS) which provided tyre inspection and data analysis. Also, information gathering was gathered to interview and focus group methods and benchmark analysis to develop the model. Moreover, Customer Journey Mapping (CJM) was used to evaluate the result of model performance from market experiment in real-situation. As a result, the new service model provided demonstrative visible data in tyre utilization and root-cause of problems for customers so these maximized customers’ productivity to avoid breakdown and reduce unnecessary cost. Also, it made customer satisfaction in company service and made decision to come back for re-purchasing. In conclusion, the new service model enhanced company management to be more proactive management which helped improve inventory management to hold stock following schedule service maintenance. Moreover, proactive service helped ensure make customer trust in company service and enhanced customer engagement leading to customer loyalty. However, there should be continuous development in order to maximize customer satisfaction in competitive market. Consequently, further research should be considerations in improvement of customer service model for fleet management by creating mixed customer service model from existing fleet management service. Also, there should be motivations of customer engagement due to maximize customer trust and loyalty for sustainable service provision.