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NEW CHRYSLER/DEALER TRAINING AIMS AT CODDLING THE CUSTOMER

 NEW CHRYSLER/DEALER TRAINING AIMS AT CODDLING THE CUSTOMER
 HIGHLAND PARK, Mich., March 12 /PRNewswire/ -- Chrysler Corporation (NYSE: C) is preparing to launch this spring what is believed to be the biggest customer satisfaction program ever undertaken in the auto industry.
 The massive, multi-million dollar effort is a re-investment in people, more than 100,000 people, beginning with the company's field offices and reaching everybody in all of the corporation's 5,000 franchised Chrysler/Plymouth, Dodge and Jeep/Eagle dealerships.
 "We're talking about a total cultural change," said Theodor R. Cunningham, executive vice president - Sales & Marketing for the corporation. "Chrysler has made billion dollar investments in new facilities and new generations of products being launched this year; we've restructured our organization and streamlined the way we're doing business. In a word, we've 're-invented' the company. Now it's time to focus on the people part of the business."
 Supported by extensive research through nationwide call-the-customer programs, ongoing customer contact with corporate employees and owner surveys that measure customer treatment at dealerships, Chrysler is working from within to ensure the car-buying and ownership experience is a most positive one.
 "It isn't enough to tell your people to treat customers like royalty. You have to instill the proper mindset to make it happen," said Cunningham. "That's why we're making this commitment."
 In preparation, Chrysler studied programs used by successful customer-oriented companies like Walt Disney and the Ritz Carlton hotel chain to re-affirm that the corporation's new plan is on the right track.
 Objectives of the new program are to create a friendly customer environment, re-emphasize honesty and respect for the customer, ensure that all dealership personnel are knowledgeable and professional in all aspects of the car and truck selling process and to continue to develop the highest standards.
 The first phase of the program will focus directly on the cultural change. A second phase will be on new product training in time for the 1993 model launch. A third phase will focus on evaluation and rewards and recognition programs.
 Chrysler has communicated to dealers its plans to initiate the program and has been holding field meetings with dealer groups to explain all elements of the program.
 As an encouragement to dealers and as a sign of the importance of customer satisfaction, Chrysler said it will introduce in April a program in which dealer cash incentives will be based on how well the dealers take care of their customers.
 -0- 3/12/92
 /CONTACT: Tom Jakobowski of Chrysler, 313-956-1881 or 313-956-2894/
 (C) CO: Chrysler Corporation ST: Michigan IN: AUT SU: PDT


JG -- DE008 -- 7717 03/12/92 10:57 EST
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Publication:PR Newswire
Date:Mar 12, 1992
Words:436
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