Mazda PH commits to up aftersales service
Recognizing the trends surrounding the automotive industry, Bermaz Motor Chief Executive Officer Ben Yeoh revealed that the company is constantly re-evaluating its business strategy to maintain a sustainable business model. As the distributor of Mazda vehicles and spare parts for Malaysia and the Philippines (they also assemble Mazda vehicles for export to several ASEAN countries), Bermaz is set to cement itself as a premium mainstream automotive brand.
At the lead up to the commencement of CX-5 production for the Philippine market as well as the inauguration of a new painting facility, Dato Ben identified several key points for Mazda and its dealer partners to maintain a healthy business environment. While some are pretty run-of-the-mill such as marketing cutting-edge products and putting up impressive dealerships, there is one that stood out and that has to do with enriching human resources.
In tune with Mazda Corporation’s direction to offer Kizuna, a lasting and inseparable bond between car and its owner, Bermaz has been investing heavily in upping its aftersales program.
A major part is through the Mazda Apprenticeship Program. Sanctioned by the Department of Skill Development (Malaysia’s version of TESDA), Institute of Motor Industry of the United Kingdom, and Mazda Corporation Japan, it not only produces graduates which are in line with Mazda Corporation’s global certification standards, but it also gives graduates the opportunity to develop the soft skills that helps them engage with customers. Using unorthodox training methods such as tracing a pattern by sight or making a tool from a piece of metal, apprentices are assessed of their natural mechanical aptitude. Moving forward, the apprenticeship program uses a two-year work-process approach and actual work conditions to gain real-world insights.
With its human resources investments already surpassing RM 10 million (P121 million), Bermaz is doing more. This includes setting up a dedicated training center just for paint and body repair. With a syllabus done by in-house insurance provider Berjaya Sompo and painting specialist Kansai Paint and Nippon Paint, trainees are taught how to handle body damages including the repair of specialty finishes such as Machine Gray and Soul Red. On top of that, training is done on how to properly handle chassis re-alignment and straightening. Bermaz’s paint and body repair training goes so far as properly estimating insurance adjustments and claims to cut down the waiting time for customers to get their vehicles.
Bermaz is also upping the customer experience with its Mazda Mobile Service. A enhancement to their three-year free PMS program, this mobile service brings factory-trained technicians to the owner’s doorstep. Using a BT-50 outfitted with a compressor, lifter, and tools, routine service such as PMS or fluid replacement can be done conveniently by factory-trained technicians.
While most of these aftersales service enhancements are currently focused in Malaysia, Bermaz is slowly rolling out several of these programs for the Philippines through its subsidiary, Bermaz Auto Philippines. Owned 60.4 percent by Bermaz Motor, Bermaz Auto Philippines has been sending some of its skilled technicians on a two-year program in Malaysia not just to exchange know-how, but to gain the best practices which can then be applied to Mazda dealerships in the Philippines. Some tangible benefits that Mazda Philippines has gained include the shortening of some repair jobs, reduction of back jobs and customer complaints.
Furthermore, Bermaz Auto Philippines’ President and CEO Steven Tan has also revealed plans to further enhance their own apprenticeship program. Currently partnered with MFI Foundation under its Industrial Technician Program (ITP), Bermaz has just inked a new deal which will be announced real soon. This goes hand-in-hand with the company’s plan to build a large training center in Laguna which serves to further improve aftersales service throughout its dealer network.
As Mazda begins focusing on the concept of omotenashi or supreme hospitality, Bermaz is heeding the call to deliver a premium level of service befitting of Mazda’s positioning as a premium mainstream Japanese brand. As customers begin to experience a high-level of aftersales service (service retention for Mazda is over 90 percent for the first three years compared to a leading Japanese brand which is below 50 percent for the first year alone), Mazda Philippines’ goal is to gain a loyal following that can ultimately enrich their owners’ lives.
