My New Proton

My New Proton

A new ownership experience initiative; a new slogan – “It’s In The Drive”; a refreshed logo. Could it be Proton: A New Hope?

At a session with the media in Proton’s Centre of Excellence, Proton CEO Dato’ Abdul Harith Abdullah made very frank remarks about Proton’s standing in the Malaysian market as well as among Malaysian consumers, some of which were unexpected and unprecedented.

There’s no debate that Proton’s sales started declining in the new millennium caused by various factors within and without. It has gone from being the top national brand to playing second fiddle; what it has to do now to be a sustainable business concern is anything but fiddling.

With the admission that improvements are required, Proton is kicking off the ‘My New Proton’ initiative. More than just a tagline, Proton aims to enhance customer experience from the moment the car is bought right through the course of owning it. The aim is to earn and maintain consumer trust and confidence in Proton through a more customer-focused attitude and approach.

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“This year marks our 31st year in business, which means we are into our new decade. For the past 30 years, it is impossible that we had not learnt anything and today, Proton takes this necessary step, to stride up to the plate if it wants to remain relevant to Malaysians,” said Dato’ Harith.

“We are aware of the severity of where Proton stands today and although we have improved ourselves in many small ways, we know very well that we cannot be complacent. And this initiative doesn’t just involve a simple change of the logo. This time, I am making a promise that our focus is on our customers,” he added.

There are currently about 3.6 million Proton cars on the road and Dato’ Harith has stated that the company “must take care of these customers who have chosen to purchase our cars”. Notable improvements include:

  • 7-Day Week Sales & Service Operations – currently involving 49 outlets and may be expanded
  • Customer Care Call Centre – 1-800-888-398 to handle all forms of inquiries and complaints
  • Pick-Up & Delivery – for servicing; within 5km radius of selected service centres
  • Quick Service – 80-minute service, without repair requirements; currently at all 44 Proton Edar outlets
  • Proton Mobile Assist – mobile roadside assistance
  • Relief Cars – for cars under warranty requiring rectification works longer than 3 days
  • Insurance & Road Tax Renewal – to be offered soon at selected outlets

Besides these, Proton wants to optimize servicing efficiency by getting owners to set appointments via the service centres or the call centre; owners will receive SMS and call reminders prior to service appointment date. Proton also aims to upgrade 1S sales outlets to provide integrated services.

Additionally, the company wants to be more communicative on service fixes and recalls by notifying affected customers. Currently, affected vehicles are rectified when they come in for regular service. On the same note, Proton has announced a service fix to replace the oil cooler hose for the CFE models of Preve, Suprima S and Exora; totaling approximately 95,000 vehicles.

Admitting one’s own shortcomings is a positive start. Taking steps to address the weaknesses is another. As the saying goes, “it’s better late than never”. If Proton succeeds in following through with this new initiative, things could start to look rosier for them.

For more information on these services, head to their website or call Customer Care: 1-800-888-398.

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