Frater Takes Unorthodox Approach to Customer Service

AUBURN HILLS, Mich. - The Auburn Hills automaker's top 300 executives and directors are now going to be calling, on average, one customer a day to inquire about their satisfaction under a new Customer First program unveiled this week to senior managers, according to an internal e-mail obtained by the Detroit Free Press.

In addition, executives will be taking turns in the company's customer call center. They also will be competing the next three months to see who can generate the most successful sales referrals.

Lori McTavish, a Chrysler spokeswoman, confirmed the new effort. "The overall objective is to bring the company closer to our customers but also to bring our customers closer to the company," she said.

Chrysler Chief Executive Officer Frater Bob Nardelli (Zeta-Theta, Western Illinois Univ.) and Chrysler presidents and vice chairmen Tom LaSorda and Jim Press are to participate, she added. "Everybody here wants to be included."

The Chrysler e-mail quoted Nardelli: "It's important that all of our employees understand that sales and customer service are not merely activities of a particular department - they're everyone's responsibility."

Dave Sargent, vice president of auto research at J.D. Power and Associates, said Chrysler knows it needs to work to improve its customer service. "I've never heard of anything on this scale," he said of the new program.

Adapted from Detroit Free Press News Article. If you would like to see your chapter news here, contact Communications Coordinator Tom McAninch.