Many of GM's upper management have stated that one of the reasons for the old GM's failure was that they dropped the communication ball. They didn't listen to customers, dealers or employees for that matter because they thought knew what we all wanted. That practice taught them a valuable lesson and now, the new GM has done a complete 180 by initiating programs which ensure that the customer/dealer/GM relationship is nurtured and developed into a long term one.
One tiny example is an initiative developed by Mike Judge, a CAW Local 222 member and employee at GM's Oshawa, Ontario plant. He has come up with a unique way to thank GM customers who have purchased new camaros (which are built at his plant). "GM had been going through a nightmare last year and I just wanted to do something to show how much we appreciate the fact that many of them still had faith in us" says Mike "We realized that some of these folks were putting deposits down on our car's when they were not even sure if we would still be around. That's something we on the plant floor won't forget".
With the co-operation of his co-workers, Mike had a custom lithographs (designed by Dave Kimball) signed by those who have worked on a specific customers car. These customers then have a very unique piece of memorabilia which does nothing but strengthen the bond that the customer has to GM, it's emplyees and the car purchased. Due to the fact that this activity goes above and beyond Mike's daily responsibilities and that it is funded by only himself and his co-workers, it is just not feasable for him to provide this to all camaro purchasers. "We do have a criteria which determines who gets selected for one of these lithos but we do not publish it so that we can be as fair as possible".
One of the lucky few to receive a signed litho was Lisa Graves, of Baton Rouge, Louisianna. Lisa had ordered an Aqua Blue Chevrolet camaro SS which was built at Oshawa this past summer. "This car has absolutely changed my life and I had never imagined or anticipated the joy it would bring me. So when I received an email one evening informing me that I had been selected to receive one of the signed lithographs, I was just floored. It's something I will treasure always" says Lisa.
Signed lithograph for Lisa Graves of Baton Rouge, Louisianna
Reaching out like this takes the customer relationship to a whole new level. Mike Judge's initiative alone has now created life long GM customers due to the increased bond his work creates between the customer, the vehicle and the GM employee. Hopefully, it's something which GM can implement North America and product wide. Thank you Mike Judge for thinking outside the box!
Mike Judge (left) with 4 GM customers who were selected to receive a signed Dave Kimball print of the new 2010 camaro
