The Car and Truck Fleet and Leasing Management Magazine

Chrysler's Customer Advisory Board: A Driving Force

April 2008, by Lisajoyce Vergara - Also by this author

Chrysler Fleet Operations Cust- omer Advisory Board (CAB) was established in 2004 and consists of approximately 20 members representing a wide variety of industries. The board meets directly with Chrysler fleet senior management twice a year with the goal of discussing trends and opportunities in commercial fleet relative to product, the fleet market, and business processes.

“CAB represents the entire fleet community — to ensure that their voices are heard in helping to bridge gaps, improve communications, drive initiatives, and have a say in the future development of product, process, and improvement,” says Jim McCarthy, director, VMS, Siemens Shared Services.

Structuring the Board

The CAB is organized into subcommittees focusing on business practices and product. Business practice subcommittees work on communication and dealer relations. Product subcommittees deal with car, minivan, SUV, crossover vehicles, and commercial trucks.

Over the past four years, the board has been actively involved in several successful initiatives with Chrysler. One example is the Fleet Elite program, which establishes a core group of “fleet-minded” dealers committed to developing and implementing processes to better serve fleet customers. The CAB provided direction from a customer perspective on what fleets need in the way of dealer service. This input was integral in the design on the Fleet Elite program requirements and measurements.

As a member, McCarthy has seen significant improvement in how the needs and concerns of corporate fleets are addressed and resolved. A few of the CAB’s major projects have focused on dealer issues, pools, and timely delivery.

Providing Product Input

In early 2006, CAB members traveled to Detroit to preview the new minivans scheduled to be introduced in the 2008 model-year. Board members provided product input during the early stages of vehicle development, input implemented in final vehicle design. The CAB also had the opportunity to test drive current and future products at Chrysler Proving Ground locations. Chrysler fleet executives report the board’s focus on early stage product input will be enhanced as Chrysler’s vehicle development process sharpens its focus on customer needs and wants.

The board provided positive input for the redesign of the Chrysler Fleet Web site, www.fleet.chrysler.com, serving as a pilot group for a variety of enhancements, including PDF generation. Other initiatives include improving order-to-delivery timing, recall applications, and product package content for current and existing Chrysler products. Board members also played a pivotal role in the redesign of the annual “Fleet Buyer’s Guide,” from determining the medium — print versus electronic — to the content and mode of delivery.

According to McCarthy, CAB has been successful because of the unique mix of industries and personalities represented, as well as the dedication and participation of its core fleet members. CAB has done a tremendous job in facilitating the sessions, soliciting feedback, following up on action items, and remaining on course and aligned with its core goals, said McCarthy.

Debbie Mize, fleet manager for Hallmark Cards and CAB board member from the group’s inception, feels CAB is helpful in meeting customer needs and receiving feedback to improve service, product, and packaging from the auto manufacturer.

“We develop structure, and with our great diverse group of industries, we are able to openly communicate with one another. We try to be a group that is easy to work with,” said Mize.

 

 

Twitter Facebook Google+

Comments

Please note that comments may be moderated. 
Leave this field empty:
 
 

Fleet Incentives

Determine the actual cost of owning and running a vehicle in your fleet. Compare vehicles by class and model.

FleetFAQ

Fleet Faq Fuel Management

Bernie Kanavagh from WEX will answer your questions and challenges

View All

 

Fleet Tracking And Telematics

Todd Ewing from Fleetmatics will answer your questions and challenges

View All

 

Fleet Management And Leasing

Merchants Experts will answer your questions and challenges

View All

 

Sponsored by

CEO and founder of Mike Albert Vehicle Fleet Management

Read more

Blog

Market Trends

Mike Antich
Top Trends, Challenges, & Opportunities in South American Fleet Market

By Mike Antich
The South American fleet market has tremendous potential that will grow in tandem with the forecast of the region’s retail automotive market growing significantly by 2025, becoming one of the top three growth markets globally for light-vehicle sales.

IBM Watson Will Revolutionize Health Care: Can It Be Integrated into Fleet Processes?

By Mike Antich

View All

Driving Notes

Chris Brown
Hyundai Ioniq Plug-in Hybrid

By Chris Brown
The Hyundai Ioniq Plug-in Hybrid is the least expensive model on the market to offer electric-only range, while offering spirited driving performance and plenty of standard features.

2018 Range Rover Velar First Edition

By Mike Antich

View All

Nobody Asked Me, But...

Sherb Brown
Fleet Management 2.0

By Sherb Brown
Data is driving fleet decisions more than ever. Whether it’s big data or small data, fleet management is becoming less of an art every day and more of a science.

Ready or Not, Electrification Is Coming

By Sherb Brown

View All

Data Points

Dylan Brown
What Are the Most Valuable Services Offered by FMCs?

By Dylan Brown
What do fleet managers value in their relationships with fleet management companies? The answer may surprise you.

Demand More From Your Fuel Card Provider

By Dylan Brown

View All

In Memoriam: Coach's Insights

Ed Bobit
Thinking of the Newbies of the Future

By Ed Bobit
A lot has changed in the past 10-15 years, so we can only imagine this momentum will continue into the next decade-plus. How will this change impact the fleet manager of tomorrow?

Managing a Car vs. Work Truck Fleet

By Ed Bobit

View All

STORE

Up Next

More From The World's Largest Fleet Publisher