Poor cooperation between after sales team at prestige sports cars co , ltd

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business NGUYEN THI MY LINH POOR COOPERATION BETWEEN AFTER SALES TEAM AT PRESTIGE SPORTS CARS CO., LTD MASTER OF BUSINESS ADMINISTRATION Ho Chi Minh City – Year 2019 UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business NGUYEN THI MY LINH POOR COOPERATION BETWEEN AFTER SALES TEAM AT PRESTIGE SPORTS CARS CO., LTD MASTER OF BUSINESS ADMINISTRATION SUPERVISOR: DR DOAN ANH TUAN Ho Chi Minh City – Year 2019 TABLE OF CONTENT Executive summary Company introduction 1.1 Industry overview 1.2 Company Overview 1.3 After sales department (AFS) 1.3.1 After Sales chart 1.3.2 After Sales Service scope Company’s symptoms 2.1 Low profit margin of AFS department in 2018 Problem identification 12 3.1 Problem context 12 3.2 Problem finding process: 12 3.3 Potential problem: 13 3.3.1 Effect by Decree 116 from government 13 3.3.2 High workload 14 3.3.3 Poor cooperation between AFS’s team 17 3.4 Validating problem 24 3.5 The main problem: Poor corporation between AFS team 27 Cause and updated caused-effect map 28 4.1 Potential causes 28 4.1.1 Unbalance benefits and compensation 30 4.1.2 Poor communication 30 4.1.3 Personality differences 31 4.2 Validating causes 32 Alternative solution 34 Action plan 38 Supporting information 44 Interview guide 59 References 74 Executive summary Prestige Sports Cars Co., Ltd is the official distributor of Porsche in Vietnam (Porsche Vietnam) Porsche is one of the leading sport car brands in the world with powerful engine, high performance, attractive vehicle such as the legendary 911, 718 Boxster, 718 Cayman, Panamera, Cayenne, Macan In Vietnam, Porsche is still taking a small market share in car industry Porsche is famous brand in luxury cars industry with quality products as well as warranty and maintenance service Therefore, in addition to selling cars, after-sales service is also given top priority for all official distributor in the world Base on the management report in 2018, the result of business had been decreased compare with 2017 By using different literature reviews and in-depth interviews among employees in different departments: Sales, After Sales, Finance, Human Resources, Porsche Vietnam had two main symptoms in After Sales department which lower in After Sales profit margin and high turnover rate of technician These aspects contribute to clarify the answer of the queries: what the main problem is, what the potential problem is, why it is the main problem, how important and how it effect to profit margin and After Sales employees in general and technicians in particularly The number of vehicles reduced corresponds to a 4-year maintenance package reduction, which is included when selling a new car Besides, technical staffs leaved their job frequently which also greatly affects the quality of service and sales of the company.The cause of the decline in profit margin and high turnover rate of technicians are estimated to be impacted by three reasons: reduction of sales, increase in cost of goods sold and job dissatisfaction This research will be a supportive analysis for After Sales Director to find the key problem, the main causes and conduct best solution to increase profit margin as well as reduce the turnover rate of technicians Improvement of cooperation and teamwork is the necessary method to reach business target as well as achieve personal goals Company introduction 1.1 Industry overview The automobile industry in Vietnam is divided into main categories: imported cars (CBU - Completely Built-Up) and domestically produced cars (including CKD - Completely Knocked Down and SKD: Semi-Knocked Down) Porsche is one of the luxury car brands imported from Germany In 2018, it was a difficult year for imported cars with influence of The Decree No 116/2017 / ND-CP taking effect from January 1, 2018 The Decree No 116/2017/ ND-CP stipulated conditions for production, assembly, import of automobiles, and standardized requirement of warranty and maintenance services for all enterprises Accompanied by Circular 03 of the Ministry of Transport, import activities of automobile manufacturers in Vietnam have encountered barriers and affect the business in general The Decree is considered as a technical barrier to "curb" the prospect of imported CBU vehicles, especially automobiles from Southeast Asian countries, massively entering Vietnam since 2018 In addition to selling cars, the enterprises need to invest on workshop with full machine and tool, have strong human resources to build up brand name and provide excellent service in the market It is one of the strategies of any automotive builder In Vietnam, the reputable automakers as BMW, Lexus, Audi, Mercedes-Benz also often focus on after-sales service, which is an inevitable trend to retain a loyal customer base and to maintain its reputation 1.2 Company Overview Prestige Sports Car Company Limited is the official distributor of Porsche in Vietnam with two centers in Ho Chi Minh City and Hanoi With comprehensive infrastructure and equipment and professional staff, two centers provide services according to standard Sales, Porsche special of Porsche globally Services tequipment, Porsche Selection) and other services Fashion include Sales, After Collection (Porsche driver's Porsche brings to the Vietnam market the sporty cars with optimal personalization This is also a factor that makes Porsche sports car brand unique The Porsche models introduced in Vietnam include: the legendary 911, the "roadster" 718, the Gran Turismo Panamera, the SUV Cayenne and the mid-size SUV Macan Porsche is a brand created to conquer sports car enthusiasts Porsche Vietnam has grown steadily since 2007 with canters being considered one of the standards of the automotive industry Porsche is a brand created to win sports car enthusiasts Porsche Vietnam has grown steadily since 2007 with center rated as one of the benchmarks of the automobile industry Porsche Vietnam is proud of perfect service package providing under the leadership of knowledgeable, experienced and skillful leaders and professional staffs Organization chart of Porsche Vietnam General Director Finance Director Sales Director Finance HR Admin IT Finance staffs HR staffs Admin staffs IT staffs 1.3 Sales staffs Marketing Director Marketing Staffs Logistics After Sales Director After Sales Manager After sales department (AFS) Following to Gaiardelli, Nicola and Lucrezia (1), nowadays After Sales service activities are acknowledge as a relevant source of revenue, profit, competitive advantage Therefore, top management should focus on the definition of a structured business performance measurement system for the after-sales business Porsche Vietnam has already provided good service to take care of customers’ car according to Porsche standards: service job, service of car interior and exterior will Technical Manager be provided professionally with 24/7 emergency service only for Porsche car owners Porsche Vietnam provides 24/7 hotlines to customers when the cars are in emergencies In the event of a vehicle malfunctioning during the warranty period, the vehicle will be transported free from the accident location to the Porsche Service Centre for processing and will be returned after inspection look up 1.3.1 After Sales chart After Sales Director After Sales Manager Technical Manager Foreman Service Advisor Service Executive/ Admin Warranty Admin Parts Department Technicians Team Car care Team *Note: - After Sales Director: Managing all activities in After Sales Department - After Sales Manager: Managing all activities in After Sales Department relate to Service - Technical Manager: Monitoring and handling of all technical problem case, technical diagnostic support and general technical support, special tool and workshop equipment orders and administration, PIWIS Tester support and updates - After sales admin: Supporting to AFS director and AFS manager in AFS activities, taking responsibility for synthesizing all feedback from customers - Foreman: Organizing workshop (workflow, job assignment (incl car care), etc.), workshop equipment maintenance supervision - Technician: Taking responsibility for • Repairing & maintaining Porsche cars in accordance with manufacturer’s procedures & diagnostic guidelines • Diagnosing vehicle with advanced special equipment • Interpreting of diagnostic logs and fault finding for comprehensive vehicle system networks • Assurance of highest repair quality standards • Storing and maintaining tools using for repair - Car care: Taking responsibility for polishing and beautifying the car before delivering to the customer - Service Advisor: taking responsibility for: • Receiving phone, setting up auto repair appointment for customers • Contacting customers and listen to customers' opinions and requests about their cars • Taking full note of the customers’ comments • Transferring requests and customer comments for technicians to diagnose diseases • Uploading the list of repairs, parts, working hours, to quote and convince customers • Processing to deliver the car to the workshop to repair • Taking final inspection and delivery of vehicles to customers • Selling the equipment - Service Executive: Taking responsibility to diagnose errors of new vehicles, receiving feedback from customer - Warranty Admin: Taking responsibility for the work related to reimbursing warranty task - Parts department: Ordering and managing spare parts to technical staff as their demand, following up with shipment information and support logistics staff in part importation 1.3.2 After Sales Service scope Repairing cars Providing warranty jobs for customers according to Porsche's regulations Providing - year maintenance package for new car (4 - year maintenance packages is offered for each vehicle after activating new car warranty and counted as the revenue of AFS department at that time.) Selling spare parts to customers Checking the cars before delivering to the customer Supplying car care and cosmetic services Company’s symptoms According to Ropega (2) , in order to help businesses reduce the number of risks and avoid business failures, it is necessary to analysis and understand the symptoms of a business When business symptoms are recognized, it will help board of management make decisions to develop the business Following the management report in 2017 and 2018, the symptoms of Porsche Vietnam had revealed as low profit margin and high turnover rate of technician 2.1 Low profit margin of AFS department in 2018 The gross profit margin = (Sale revenue – Cost of Goods Sold) / Sale revenue After Sales Monthly Profit Margin 70% Profit margin (%) 60% 50% 40% 30% 20% 10% 0% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Y2017 54% 48% 52% 48% 56% 51% 59% 50% 49% 49% 47% 51% Y2018 50% 49% 50% 42% 48% 40% 45% 48% 46% 45% 44% 47% Figure 1: AFS’s profit margin from 2017 to 2018 Base on Figure 1, in 2018, After Sales monthly profit margin was declined comparing to 2017 The lowest reduction was March with 2%, the highest was Augy with 14% The main reasons of declining profit margin of AFS were decrease in revenue Following to Rigopoulou (3) the after sales services effects on customers' satisfaction as well as on their behavior intentions or repurchase intention, AFS’s revenue include 4-years maintenance package which already sell to customers at the same time with new car sold, warranty service, AFS internal service (include as disposal job, internal job, gifts to customers, etc.) The revenue of AFS did not meet the AFS’s target in 2018 The main service which made AFS’s profit margin decreased include disposal job, service job with gross margin < 25% due to discount for customers, parts stock aging and years maintenance package 116/2017 / ND-CP effects to car It difficult We sold makes us face to a lot of difficult We any of cars from did not sell any of cars from Jan to Sep COGs theory 2018 but it belongs to objective causes, very difficult to control And how about internal reason? Internal expenses increased due to: Parts damage and disposal: technician faults, aging, import one item These reasons will affect to AFS profit margin Human Resources Department Q1: Your job / responsibility/position Ms Quynh – HR within the company? manager Q2: How long have you worked at the Working for over year company? in Porsche Vietnam Q4 In 2018, the turnover rate of technician reached 23%, could you share your view about this problem? Ms Quynh: In my opinion, the reason that they are not happy with the salary, compensation For example, if the service advisor make the quotation to customers with the price is wrong, The compensation for them will belong to AFS director In discount policy, AFS director has the authority to approve discount up 0% to 100% if the wrong Unhappy with the salary Unbalance compensation quotation will not effect to the profit margin But in the same case, if the technical staff damaged the spare parts, then the company policy will always be deducted from performance 61 Mar to Sep 2018” Sales Department Q1: Your job / responsibility/position Ms Nguyet – Sale within the company? Operation Specialist Q2: How long have you worked at the Working for over year company? in Porsche Vietnam Q 5: In 2018, the number of cars sold decreased by 20% compared to 2017, in your opinion, where did the cause arise? Ms Nguyet: the main reason make the “…the number of cars decreased largely due to the influence of the new law That is Regulation the general situation of the imported Objective causes car market in 2018 famous car brand in the world but in Vietnam, it is still not present on the luxury map Can you share your views on this issue? Ms Nguyet: Porsche entered Vietnam only 10 years ago without many potential customers, other brands such Competitive advantage sold is very small compared to other products only 201 units were sold in 2017, and 171 units in 2018 After Sales Department Q1: Your job / responsibility/position within the company? Q2: How long have you worked at the company? decreased largely due to the influence of the new law…” Q6: In your opinion, Porsche is a as Mercedes, BMW, Audi The quantity number of cars Mr Thanh – AFS manager Working for over year in Porsche Vietnam Q7: Do you think lack of training and 62 Competitive advantage high turnover rate of technicians affects the profit margin? - Mr Thanh: + Yes, From the beginning of the year to Sepust 2018, we had directly affected by the new regulation for imported cars, cannot to sell cars Without selling new cars, there will be no revenue for New regulation Decrease in AFS’s maintenance package year revenue Secondly, in 2018 the turnover rate of “…affected by the technician was high with 23%, It new regulation for directly affect to AFS service Porsche imported cars, so it cars use morden technology, it is is impossible to sell difficult to train new people Porsche cars without selling Vietnam is a company that sells cars at cars, there will be the same time as a service, training a qualified technician according no revenue for to Porsche AG requires at least years Porsche cars have high technology, for one model every years will launch out maintenance Turnover rate of package year.” technician, training, Turnover rate customer services of employee, “…in 2018 the customer turnover rate of services, technician is high quality service with 23%, It with a brand new model, and every three years will launch out facelift Technicians are required to learn and update new techniques as daily job Thirdly, strict KPI regulations, directly effects to Stressful a Porsche technician must undergo full Workload, KPI, low staffs, time training in levels, take a computer quality service pressure, KPI knowledge test, practical in the car, diagnose the car's fault, choose spare parts, tool storage and all are evaluated according to KPI for technical personnel only 63 AFS service….” Q8: Do you think customer service factor affects company image? Mr Thanh: Off course, customers are direct users of our services, so customer service is one of aspect of company image Me: Can you give an example of that Solve the problem slowly, profit margin, influence? Customers “….direct users of satisfaction our services, so customer service Oh, yes Last week we had a problem as Unreasonable work affects company follows New cars was delivered to arrangements image” customers but having trouble on the road Customers called hotline ask for help but at that time, all of technicians are busy so they could not go fast As a result, customers rated the service only points/10 points on the survey from Porsche Q9: According to your current Porsche Vietnam service has met the needs of customers? Mr Thanh: Oh…In this regard Our service does not meet the needs of customers demand Firstly, the number of cars sold every year increases Up to now, the total of customer is around 2000, equivalent more than 2000 cars the average customer takes the car to “….service does High workload the Porsche workshop twice time per not meet the needs of customers demand…” year The number of technicians of Porsche Vietnam is about 25-27 people with only workshop centres in Ho Chi Minh city and Hanoi When 64 a car is sold, we always want to send to our customers the best service but due to many reasons, both subjective and objective Objectivity is because facilities are still small, leading to the inability to serve customers promptly Subjectively, some technicians have not met the requirements, so the diagnosis and repair also face many difficulties Although it can finally be solved, it takes a long time Q1: Your job / responsibility/position Ms Buu – AFS admin within the company? Q2: How long have you worked at the Working for years company? Q10 In 2018, Profit margin decreased in AFS department, one of the factors which make the AFS profit margin decreased is the complaint of customer So, Could you share the contents about customer feedback? Ms Buu: As you know, Porsche is the famous brand in the world After Sales “…The complaint Service is always a top concern In 2018, Porsche around 220 Vietnam feedback of service as quality service directly in Showroom, counted by 5% per total time around the problem received repair and Customers complaint the Customers does not meet the dissatisfaction customer required, wrong diagnosis, customers satisfaction index (CSI) time to repair so with 80% in average The complaint long.” around the problem as quality service does not meet the customer required, 65 wrong diagnosis, time to repair so long Technicians Q1: Your job / responsibility/position Mr Duy - Technician within the company? Q2: How long have you worked at the Over year company? Q11: What you feel about Porsche car? How about Porsche’s technical? Mr Duy: I really like Porsche cars, before I did not think I would be sitting and driving a vehicle like that That's very wonderful Interviewer: Did you work at the company for year? Do you think about the company's working environment? Unbalanced work life Poor Mr Duy: I think it is ok but between (conflict between SA cooperation service advisor and the technical staff and technicians) and the technical we always have conflicts Example, staff we always have Service advisor want to serve the conflicts.” customers with the best condition so they always ask to it quickly, but when done quickly, they often go with errors If we fail, we cannot reach KPI We can be paid less if reimbursement is counted That makes us feel pressured Interviewer: Therefore, technicians are pressured because of the time to the “…service advisor Time pressure work? 66 Time pressure Mr Duy: Yes, We have to work continuously When we receive job, we are always limited to repair time base on manual repair guide of Porsche The repair of all Porsche error details is available on guideline We must complete it on time Interviewer: How does Porsche check your time? Mr Duy: Porsche have the PIWIS tester system It includes the history of Porsche vehicles, providing information and technical support to help technicians to diagnosis the car's fault most accurately The captain of the technical staff is responsible for conducting the timer when starting to receive and completing a job Interviewer: If the repair time of technician is over, what will happen? Mr Duy: oh, we will not meet the KPI of month Unless the error is particularly difficult to resolve the confirmation of the technical manager In fact, there are many errors arising from objective reasons, it makes the job can’t complete but AFS manager didn’t consider about it, we were faulted Q1: Your job / responsibility/position within the company? Q2: How long have you worked at the Mr Tam - Technician year 67 company? Q12: Are you satisfied with your current job? Do you have any pressure? Mr Tam: I graduated from university majoring in engineering I have been working here around years but my salary is not high, every year if my KPI is good, I will only get a salary increase of 3% to 8% So now my basic salary is only about million If I get first level Stressful staffs of KPI, I can earn an income of 12 with low million VND per month on condition salary, KPI that there is no error Our KPI are calculated in many factors as repair quality, productivity, “…Our KPI are calculated in many factors as repair quality, Job description productivity, documents quality, training, target revenue of AFS documents quality, department Currently I am not married, training, target but if married may not be enough to revenue of AFS cover living expense department” Interviewer: Will you work for long time in Porsche Vietnam? Changing job Mr Tam: Ah, next month I am New opportunities, motivation at preparing to take Porsche technician work silver level, this is the second level of the Porsche technician This certificate is globally valuable I will try to train to become a good technical staff So, if I don't have the opportunity to advance here in the future, I will definitely think to leave Porsche Vietnam I think only changing job, it help me have a higher 68 “ changing job, it help you have a higher salary.” salary and expand my knowledge Q1: Your job / responsibility/position within the company? Mr Hung - technician Q2: How long have you worked at the company? 2.5 years Q13 What you want the company to change to be able to work for a long time? Mr Hung: I like Porsche and want to complete the Gold level in the next “…technical staff is months not high in Currently, technical salary is not high in comparison with comparison with Service Advisors but Service Advisors but under individual KPI pressure While under individual KPI service advisers are only pressured to pressure reach the revenue target of the month “…SA were make wrong The basic salary of a high-level service Workload price in the Unbalance quotation but the selling equipment to a vehicle, on the benefit & profit of the job is other hand the advisor is in direct compensation not negative, This advisor, plus a commission when High workload contact with customers to receive tips job card can use Meanwhile our technical staff received discount policy to nothing In other, SA were make wrong legalize Meanwhile, price in the quotation but the profit of the job is not negative, This job card can use discount policy to legalize Unbalance benefit & compensation if we repair fault to damage the goods, the goods will have Meanwhile, if we repair fault to damage to be liquidated We the goods, the goods will be liquidated will have to We will reimburse the value of spare- reimburse you for part which has damaged The value of part of the damage reimbursement will belong to AFS That is not fair.” 69 director’s approved That is not fair Q1: Your job / responsibility/position Mr Khoa – old within the company? technician Q2: How long have you worked at the company? Working in Porsche Vietnam years, just leave months Interviewer: Hello Khoa, nice to meet you again How are you? What you now? Mr Khoa: Hello Linh, long time no see I’m good Thank you Oh, now I’m a Service Advisor in Audi Vietnam Are you satisfied with your current job? “…don’t have Could you share with me what is the opportunity to reason which did you leave Porsche promote high level Vietnam? Second, my salary is not high… must Mr Khoa: Oh….In really, up to now I work in high still love Porsche branch, love Porsche car But I left my job due to many reason First, I think I don’t have opportunity to promote high level Second, my salary is not high I have been working at Lower salary Porsche for more than years but my Working hours Unbalance benefit and compensation pressure Personality different pressure from environment continuous work, superiors, service advisors, especially pressure when monthly income including bonuses is repairing…” only 12 to 13 million, working from Relationship between technicians and superiors Monday to Saturday While the office staffs is only working from Monday to Friday ‘…faulted by the Besides that, I must work in high service advisor or pressure environment: continuous work, manager, which is 70 pressure from superiors, advisors, especially service pressure really unfair…” when repairing As you know, Porsche parts are very expensive When I get scratched or if I make small mistake when I complete the document of job card, my performance will be deducted I will be faulted by the service advisor or manager, which is really unfair to us Service Advisors Q1: Your job / responsibility/position Mr Vuong – Service within the company? Advisor Q2: How long have you worked at the Over years company? Q14: Is your current work under pressure? Interviewer: Hello Mr Vuong, you are Service Advisor and regularly work directly with customers Do you feel the most difficult problem? Mr Vuong: Off course, Service Advisors are working direct with customers Customers has problem and complaint They will talk with us Currently, customers usually Unsuccessful feel unsatisfied with our service because the Unsuccessful repair time of repair for every job so long, job, “…unsatisfied with unsatisfied our service” customers repair error (Guests have to bring their cars times due to unsuccessful the repair) Interviewer: Does the error of repair 71 occur frequently and where is the cause? Mr Vương: Customers brought the car to repair times but still found no error or fixed the error but a few days later got the same error The company has only workshop centres in Ho Chi Minh City and Hanoi so it is impossible to overcome this problem, which greatly affects customers in quite locations such as Ca Mau, Dak Lak, Gia Lai, etc Q1: Your job / responsibility/position Mr Toan – Technician within the company? Manager Q2: How long have you worked at the Working for years company? Q14 The turnover rate of technician in 2018 was so high, could you share your view about this problem? In currently technicians who can diagnose, good repair for Porsche car count for only 60% of the total current technician Porsche cars have complex structures, modern techniques A good technician usually need through years of training to be able to use all the Low skill, experiences modern machines and tools dedicated to fixing Porsche cars In addition to understanding the technique, it is required that the technician must have enough experience to judge the error and make a suitable repair plan In 72 2018, the turnover rate of technicians was so high, it make very difficult to service team The number of cars sold increases but the technician team is very young and inexperienced Therefore, It had been limited and not adapt to customer demand 73 References Gaiardelli P, Saccani N, Songini L Performance measurement of the after-sales service network—Evidence from the automotive industry Computers in Industry 2007;58(7):698-708 Ropega J The reasons and symptoms of failure in SME International Advances in Economic Research 2011;17(4):476-83 Rigopoulou ID, Chaniotakis IE, Lymperopoulos C, Siomkos GI After-sales service quality as an antecedent of customer satisfaction: The case of electronic appliances Managing Service Quality: An International Journal 2008;18(5):512-27 Xu L, Blankson C, Prybutok V Relative contributions of product quality and service quality in the automobile industry Quality Management Journal 2017;24(1):21-36 Khoi H Những xe vừa giao đến khách hàng Link nguồn : https://doanhnhanplus.vn/ong-andreas-klingler-tong-giam-doc-cong-ty-porsche-viet-nam364680.html 2018 Phu C QUY ĐỊNH ĐIỀU KIỆN SẢN XUẤT, LẮP RÁP, NHẬP KHẨU VÀ KINH DOANH DỊCH VỤ BẢO HÀNH, BẢO DƯỠNG Ô TÔ 2017 Vogelstein E Subjective Reasons Ethical Theory and Moral Practice; Dordrecht 2012;15(2):239-57 Tan TF, Netessine S When does the devil make work? 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