Q&A WITH NTOKOZO MABASO
1. How did you start your journey at ISUZU?
My journey with the Isuzu brand started long before I worked for the company. My grandfather owned butchery and bottle stores in various townships in KwaZulu Natal during the 80’s and 90’s and used Isuzu trucks and bakkies to make deliveries. Little did I know that my career in Supply Chain and Logistics would lead me to work in various transport and automotive companies including Isuzu Motors South Africa. I joined Isuzu Motors South Africa as an Indirect Buyer in the procurement department on the 1st of February 2020 just before the widespread of Covid 19 in South Africa and it has proven to be the best career decision yet. I have always understood myself as an adaptable person who takes interest in various departments and how they operate to identify career opportunities. In 2023, I got the opportunity to join the marketing department as a Customer Experience & Retention Specialist in the marketing department and I have never looked back since.
2. Can you describe your role as a Customer Experience & Retention Specialist at ISUZU and the key responsibilities you handle?
As a Customer Experience & Retention Specialist, my key focus is shaping the way customers view the Isuzu brand, and how we manage customer relationships throughout the customer journey. Our customers are loyal to the Isuzu brand and Isuzu is loyal to it’s customers by being with them for the long run from the beginning and after the purchase journey to serve our customers' needs. My key responsibilities include managing customer relations and expectations on all digital platforms to strengthen the relationship we have with our customers and innovative ways to build new relationships with our new customers that have joined the Isuzu family.
3.How does ISUZU priorities customer experience, and what strategies do you use to ensure customer satisfaction?
Part of Isuzu’s strategy to improve customer experience is to help our customers effortlessly connect with us on all our digital platforms with engaging and educational content and improving customer satisfaction through maintaining our quick response time to our customer needs.
4. What are some effective strategies you've implemented to improve customer retention at ISUZU?
Using customer insights and technology is one of the effective measures that we have implemented to understand and analyze customer touchpoints in their journey. We are able to use customer queries and filter it to the relevant internal channels to improve customer experience and satisfaction. Customer retention is influenced by customer satisfaction which is why implementing an effective customer retention strategy that promotes engagement, personalization, and the added value of being a part of the Isuzu family.
5. What are the biggest challenges you face in enhancing customer experience and retention, and how do you overcome them?
Identifying customer experience and retention opportunities can be challenging for the automotive industry considering the type of purchase and the cost in comparison to the current South African consumer economic status. Using consumer and competitor insights becomes key in our business development and continuous improvement goals. Isuzu is consistently educating its customers on how they can get more with less using our stylish, durable and reliable range of products and services.
6. How do you think the automotive industry can better engage young customers, and what initiatives does ISUZU have in place for this?
The youth consume a lot of digital content and are likely to engage in relatable content and attend events that speak to their interests. Considering their future aspirations, the youth gravitate towards events that feature vehicle partnerships that showcase new vehicle technology, styling, power, lifestyle and comfort which covers some of the standard features that Isuzu vehicles come in. Isuzu understands it’s variety of customers and therefore showcases its various vehicle partnerships at events such as the festival of motoring, Nampo, Proudly SA Summit, blue bulls rugby games, Ezemvelo KZN Jazz festivals, SA Fashion week. We are big on brand authenticity, and we want our customers to attend events and purchase an Isuzu vehicle that talks to their needs and promotes individual authenticity.
7. What skills and experiences have been most valuable to you in your role as a Customer Experience & Retention Specialist?
One of the most valuable skills I have learnt so far is using technology and consumer insights to make strategic decisions where customer experience is concerned. Taking care of our customers’ needs at every touchpoint and witnessing the change in Isuzu brand perception and increase in customer satisfaction.
8. How do you incorporate the perspectives and preferences of younger customers into your customer experience and retention strategies?
Our youth campaigns are tailored to target the youth with relatable content, and we always took forward to engaging and entertaining them. Isuzu pays attention to constructive customer comments and recommendations to promote and improve customer experience and brand loyalty.
9. What advice would you give to young people aspiring to build a career in customer experience and retention within the automotive industry?
Firstly, it’s important to do your career research and choose a career that you enjoy because it gives you an extra boost to wake up every day and push. If you are still a student, I would highly recommend doing retail promotional work as it helps with communication skills and how to approach customers which overtime boosts your self-confidence. A positive attitude goes a long way in creative positive customer experience and addressing customer concerns.
10. What do you think are the biggest opportunities for the youth of South Africa that will help combat unemployment?
I strongly believe in living a purpose-led life and I would encourage the youth with entrepreneurial minds to look for entrepreneurial programs the public and private sector provide for start up companies. I always say every failure is an opportunity to do better the next time so don’t be afraid to start again. If you seek employment, there are youth employment opportunities such as Youth Employment Service (YES) and the SA Youth Partner Network that give opportunities to entry level talent for employment, learning, and volunteering. If you are talented with your mind or voice, find ways to monetize your talents whilst you work on your future.
