Two years ago, Maruti Suzuki began experimenting with efforts to deliver a premium experience to the buyers of its more expensive range of products. It launched the Nexa showrooms – plush, designer retail centres which cater to products like the Baleno, Ciaz and the S-Cross. Now, taking heed of customer feedback, the company has started introducing Nexa Service Stations to extend the premium experience to the after-sales network.
These workshops will feature smart digitisation and plush consumer lounges. They will follow the ‘Prestigious Monochrome’ design theme that is now characteristic from the Nexa showrooms. The company says that it will leverage latest technology to deliver more transparency in its service operations.
Speaking on the occasion, the Managing Director and CEO of Maruti Suzuki said, “About three years ago, we resolved to transform ourselves to redefine the customer experience and attract new categories of customers. Nexa was a first, important step in Maruti Suzuki’s transformation journey. It has been appreciated by customers.”
He added that the Nexa workshops were the logical step forward. “Listening to customers, we have now created Nexa Service to take forward that promise. Plush workshops with premium lounges and use of digital technology to enhance customer service and transparency will be the defining elements of Nexa Service. I am sure customers will like Nexa Service as well,” he said.
Customers will be able to take appointments using both, the mobile app and the online portal. Once they drive in, the boom barrier at the gate will automatically detect the RFID tag of the vehicle and direct the driver to the designated service bay which would be displaying the car’s registration number. There, the owner will be greeted by the service advisor who will refer to the history of the car on his tablet before suggesting necessary actions and generating the cost estimate.
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Nexa will also offer a dedicated diagnostic bay where the customer can generate a health card for his card. Like comprehensive health check-ups for humans, the bay will have advanced digital tools to assess the car’s vitals based on several important parameters. The card will also list out suggestions for better maintenance of the vehicle and about recommended service actions.
While their cars are re-invigorated, the customers will receive a business-class treatment. They would be received by a hostess who will introduce them to a dedicated LED screen that tracks the progress on a live-time basis. Large glass walls will allow customers to watch their cars as they move between stations and customers can even opt to receive a live video feed of their cars undergoing service. The service manager will inform the customer once the vehicle is ready and will escort them to the delivery area.
The first Nexa Service Station has been launched in Gurugram, Haryana. The company wants to scale up these operations rapidly in the coming months with the goal of hitting the 300 Nexa workshops milestone by 2020. This could prove to be a turning point for customers as the brand will gain more acceptance in the premium segment.