2009 Annual Report - ChartNexus

Managing Director’s Review
62
Quality
Continuous quality improvement remains the mainstay for PROTON. While tangible results
have been achieved over the years, as reflected in the significant reduction in customer
concerns ratio for our vehicles, complacency in this area is not an option for the Group.
During the year under review, various quality improvement activities were carried out
throughout the organisation. We reintroduced a Group-wide Quality Campaign to drive
home the importance of quality in the hearts and minds of PROTON’s management,
employees as well as business partners. Quality improvement is a comprehensive process
that has to transcend all aspects of our business in order to garner results.
Additionally, we have taken significant measures to improve on customer engagement
programmes, by increasing customer-focused activities and reaching out in order to acquire
their views, suggestions and complaints as part of our improvement process.
The financial year under review also saw the Group making headway with our customers
by enhancing the quality of our customer-relations management (CRM). Our end-users can
be our brand champions if they come away with a positive experience after every single
interaction with the brand, including cases where we have to address concerns or issues.
Also, in line with our aim to be more responsive to our customers, we have remained
committed to our PROTON i-CARE customer service programme with the launch of the
10th Servis Mesra outlet in Damansara Jaya, Selangor, in the second half of 2008. This
programme is a key platform to enable us to deliver high quality after-sales services, which
is paramount to building long-term brand equity.
The focus on quality improvement was
further enhanced during the Financial
Year.