GIVI Magazine - Maggio 2017

CUSTOMERS AT THE CENTER WE TOOK A CUE FROM THE TITLE OF ONE OF THE MANY BOOKS THAT EXPLAIN "WHEN YOUR CUSTOMERS NEED YOU" TO INTRODUCE ONE OF THE KEY BUSINESS SERVICES: CUSTOMER CARE. TRAIT D'UNION WITH THE CUSTOMER, FROM THE BUYING PROCESS TO AFTER-SALES, TO BE STRATEGIC THIS SUPPORT MUST BE FUNCTIONAL, CONSISTENT, FAST, TRANSPARENT, FRIENDLY, RESPECTFUL, POLITE, ABLE TO MANAGE ISSUES, TO INCREASE BRAND LOYALTY AND TRANSMIT VALUES ... THE PROFESSIONAL FIGURES THAT IN GIVI TAKE CARE OF THE CUSTOMER HAVE ALL THESE REQUIREMENTS. If its support is able to satisfy them all, it will probably meet new orders! There are no half measures: it has to work like a clockwork! Those who underestimate the importance of customer care will not have space on the market, especially in the contemporary global one. Our analysis from within aims to define how far this added value is important for GIVI. Once companies used to bet everything on the pro- duct. Today things have changed and the customer satisfaction (B2C) or the decision to buy and maintain a lasting business relationship (B2B) passes directly by Customer Care. In it, a lot of resources come together, but ultimately, what mattersmost ... is the human side. Behind the GIVI Customer Care there is a group of people, highly specialized, who we met and interviewed: Antonietta, Gigi, Sarah, Nadia, Chiara. All want to clarify that their role is the tip of the iceberg as the brand's focus on customers is a goal that pervades the entire company. From the purchasing department, attentive in balancing the inventory to cover the needs of all customers, in Italy and abroad, the Technical Office (through the versatile Mario and Alessandro) that solves problems related to the individual products and that, more than other areas, shares a passion for the motorcycle with the end user, and even the production department, quality control, warehousing, trade, sales force, marketing and communication. All contribute to the customer care performance and the creation of new support tools. We mention one: the database "My Motorcycle" on GIVI website, a real treasure for both the dealer and the end user, informing about the avai- lability of accessories for a certain brand and motorcycle design. ANTONIETTA and GIGI follow GIVI dealer on the Italian territory. They have been carrying out this job for many years and have established an enviable relationship of respect and trust with the retailers. You take care of the Italian dealers. Right? Yes, we do. We work in the B2B department; it rarely happens to us that we need answer to the end user. Do you also follow the administrative part? No, other people manage the accounting part. From them we receive a copy of the paperwork required to assist the dealer. Do you have different tasks? Substantially no. Well, my number - adds Antoinetta - is a direct line and dedicated to to the agents. Apart from that, if a call comes in, whoever is free answers. How many dealers do you follow? Over 2,000. Can you tell us three classic types of requests? Availability of goods. Order status. Technical Product Specification. The "worst" day of the week? There isn’t one. The peak of the orders is definitely Monday, but the issues that relate to Customer Care are random. What is the rate of requests about accessories vs. helmets? The difference is substantial. Let's say from 10 to 2 for the accessories. Mainly because information and issues about helmets are taken care by the agent directly at the store level. That is when and where the dealer normally inquiries about promotions, discounts, range and such. Also, with helmets and clothing, the main requests are always about sizes and colors. On the other hand, the installation of accessories on your motorcycle or scooter is something else and involves more variables.. How far does the management intervene on your work? We are fairly autonomous. If necessary, we still receive support, as well as from the top management, even from Andrea Tramacere, our manager. Do you like your job? A lot. We were born to do this job and we feel part of the GIVI family. ANTONIETTA How long have you been working for GIVI? It’s been 21 years. When have you reached this position of responsibility? Almost immediately. I replaced someone on maternity leave, then I was confirmed and since then I’ve been managing the Customer Care in Italy. Two words about your training I learned everything on the field, with the help of Hendrika Visenzi. At that time the orders used to come in by phone and fax. Some even by mail. How has the relationship with the dealer changed? It has improved, since then it has given us time to build a good relationship with them; we meet at shows, we wish happy birthday to each other ... in short, the relationship is consolidated and stable. With how many customers has the relationship been ongoing through all these years? With many. In some cases, there has been a generational shift in the sense that the leadership has passed to the owners’ children ... many of which we have met as kids. How important was the credit crunch from your point of view? It has forced many dealers to close their business. Including some who have been established industries on the market for decades. Lombardy is the region that has had to pay more for this crisis. If I understand your role is pretty broad. You function as a filter, you are able to give direct answers and when you do not have the information required, you evaluate the department to involve. It is so. There are standard requirements, like finding out a spare part numer, the control of a shipment, etc. that we manage in total autonomy; others need to be scrutinized by the technical office. Do you have a story to tell or a message that you were particularly pleased to receive? An email received by Amer of Savona, dealer with a passion for helicopters, which he flies and also uses to transport tourists to Corsica. Last week he wrote: "Antoinetta, thanks, you're my little angel" ... to make them understand the level of connection that can establish with customers. GIGI how many years have you been with GIVI? It’s been 17 years. I immediately joined Antoinette and from her I learned the "tricks of the trade." I have a computer technical background. How much can you learn and how important is the personal attitude? Well, you must be cut to work in this team. I have always adopted a friendly approach to people and this must be appreciated by the management. Of course, the path is long and still there is room to learn to this day. Among your interlocutors who is more demanding or puts more problems on the table than others? There are no differences. Every customer, when he/she contacts us, is demanding. Sometimes in front of him/her, in the store, there is a motorcyclist waiting. So we try to give answers quickly. If we need to involve other departments you can easily spend a few hours. Who causes difficulties? Whoever wants to be more specific, for example in the parameters of production materials, or those who want answers about the compatibility of mounting an accessory for a motorcycle model to the version level, year of market output, etc. In the end, we always find a way to please. I guess a pinch of psychology is also useful... I think more than just a pinch. It happens, for example, both to me and to Antonietta simply to be contacted for a chat, sometimes to know how the market goes from the company point of view ... but also for personal reasons. A sort of friendly helpline. ANTONIETTA, GIGI, SARAH, CHIARA, NADIA. FACES AND NAMES OF CUSTOMER SERVICE AT GIVI.