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Reprinted by Permission of Relocation Compass, 2nd Quarter 2000, Volume 8, No. 2
By Relocation Compass Staff
Q: Detail your customer service philosophy.
At GMAC Global Relocation Services, we believe every associate within our enterprise has to feel the emotional connection to the customer - the expertise not only to 'deliver' a service or 'manage' the relocation process, but, more critically, to recognize that every customer is unique, with individual requirements, concerns and priorities. We are touching families at one of the most challenging times in their lives. The industry term of transferee is used to define those experiencing the relocation process. In reality, these are individuals, and more often families, embarking upon a life-changing experience. At GMAC, our goal is to humanize that experience and to deliver such an incredible experience that we become our customer and client's service partner for life. We can only accomplish this through the passion and commitment of our service teams and service provider partners. It is the essence of our mission statement and speaks to the very soul of our core values.
Q: What are the key elements in achieving your customer service goals?
Every one of our team members in every part of our enterprise is responsible and held accountable for providing exemplary customer service. From the consultant, who is the ultimate owner and single-source for service delivery, to all those areas within the GMAC enterprise supporting the consultant, or who in some way touch our customers - appraisers, inspectors, brokers, mortgage, household goods carriers, financial management, accounting, travel etc. Our goal is not just to satisfy our customer during the relocation process, but to create a relationship that will earn lifelong customer loyalty. The foundation and most critical step is attracting and retaining associates with the behavioral skills, technical expertise and, of course, the passion to make the emotional connection with our customers. To do so, we have created an environment within GMAC where our associates feel valued, empowered and have clear goals and expectations and fully understand our mission. Making the time to reward, recognize and have fun is also an important element in our culture. On average, GMAC consultants have more than 13 years of industry experience, 80% hold a Certified Relocation Professional (CRP) designation and 98% hold real estate licenses. Enjoying an annual turnover rate of less than 4%, our consultants offer consistency, a proven track record in successfully marketing homes and the experience to handle every aspect of the relocation process - total program management. We also place great focus and investment in continuous learning and development programs.
Q: How do you address service ricochets and seek ways to improve service?
GMAC 's focus is on proactive counseling versus reactive resolution. Through our Customer Advocacy Program, we partner with our Corporate Client to develop a customized service plan to ensure the customer has access to an advocate, in addition to their primary consultant, throughout the process. This ensures that if a service issue occurs either with a GMAC service, or other service provider, we can immediately intervene to bring resolution.
Supporting this program is a suite of more formal measurement practices including:
We fully recognize the importance of soliciting feedback both internally from the GMAC associates and externally, from our Clients, Customers and Supplier Partners.
This data is utilized by the Customer Advocacy Team to determine root cause analysis, improve processes, identify potential service ricochets and aid in identifying training needs, but most importantly, to continually strive to develop solutions for our customers and clients unique requirements by listening to, and acting on, their feedback.
Q: Discuss your thoughts on using technology for delivering relocation services.
There is no question that technology has had a huge impact on our lives, and will continue to do so. As consumers, we want easy access to information, in our own time, at our own pace. From a relocation perspective, customers are seeking a single source provider for all their relocation and home-related needs. It can be extremely frustrating for a relocating family to have to deal with multiple providers for each element of the move. Technology can facilitate the relocation process by allowing customers access to information at any time of the day or night - policy, mortgage providers, real estate information, travel and new area profile to name but a few of the data elements.
GMAC's technology initiatives are focused on facilitating ease of access and a single source information channel for our customers and clients. For example, through ExpatSpouse.com, GMAC provides comprehensive support to spouses and families of globally relocating families. Our customized GlobalRelo.com on-line client site provides the client with access to information regarding their transferring employees, as well as track progress and directly link to the GMAC service contacts.
No matter how sophisticated the technology and how much information and data we provide our customers through this incredible medium, relocation is still one of life's most challenging experiences; one that requires a great deal of personalized support to the transferring family. Every family is unique and therefore has unique needs that must be satisfied. GMAC Global
Relocation Services recognize that the key differences in the mind of the customer is the value and commitment of the individual who navigates the customer through the complex process of relocation. The technology is an adjunct , a data source, an efficient tool to access information and facilitate communication.
Ultimately, the customer wants to feel confident that there is one person who is going to be their expert, their advocate, their support throughout the long relocation process. We develop a close bond with our transferring family. You cannot make an emotional connection with a data base - well not yet!
Maggie Ryan is responsible for client service and assignee operations at all of the GMAC GRS Global Service Centers. A native of Kirkintilloch, Scotland, Maggie has lived and worked in Glasgow, Edinburgh, Dublin, Paris, London, San Francisco, Houston, Dallas, and Chicago. As a veteran traveler, she is uniquely experienced in the personal challenges associated with global relocation and assignment management.
Having spent more than 25 years in front-line operations, client management, leadership and general management positions in the relocation and assignment management industry, Maggie has extensive experience in international human resources and facility management. Her proven experience in business development, organizational integration and development, and operations management, has earned her numerous key leadership positions. She has received numerous awards for her unwavering dedication to service and relocation management, earning a Certified Relocation Professional designation.