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It takes a lot of courage to embrace the new at a time of financial uncertainties. Where businesses are holding back the ringgit and making prudent savings while fighting the fiscal storm in 2009, there is one who had found power in change and expansion.

Instead of cutting costs, Global Amity Sdn Bhd, a Honda authorised 3S centre, went against the tide – they expanded their service centre by two additional bays, facelifted the service lounge, added a new WiFi-enabled customers’ lounge upstairs and invested in a half-acre parking, in addition to participating and initiating a string of activities for employees and customers. It seems to have paid off handsomely as Global Amity ushers in 2010 with composed optimism.

At the encouragement of Azri Aziz, the Director of Operations, the associates at Global Amity have also become a lot more tech-savvy as a result of being exposed to social media networks. “We initiated a Facebook page for the dealership in 2008 with the objective of increasing IT literacy among our staff while exposing them in a social media platform where the interactivity is a lot more vibrant. We later saw the opportunity for customer engagement where we can get personal with our customers on Facebook and work along with them to resolve their concerns,” he explains.

The Global Amity Facebook group may have reached a thousand fans and is looking really popular now, but creating the account was not without conquering much apprehension and collective anxiety among the staff. “I had trouble lobbying the need for us to venture into social media. Many were uneasy and I get remarks like, ‘It’s new and nobody in Malaysia uses these networks.’ Some were worried that we won’t be capable of monitoring and maintaining the page. But soon enough, they started seeing the positive response from the customers which gave them confidence in interacting within the page. The key is consistency. We don’t stop addressing our customers’ concerns and that has helped us tremendously,” Azri shares. With the success of that, Azri decided to reach out to customers and prospects through Twitter in 2009. The objective is very much customer service driven, with the aim to seal Global Amity’s reputation both online and offline.

“In my opinion, in fact, social media is just a fancy evolution of forums and newsgroups, which have been around since the emergence of the Internet. What we hope to do here is nothing new. Our approach is to integrate our social media objectives with our customer service strategy. It needs to be adapted at a company-wide level. I am not running a one-man show. The team is slowly gaining the momentum to monitor these so-called social media channels. Ultimately, we hope that by having different communication platforms, we are able to listen to our customers’ needs better. At the rate the web is evolving, some customers expect prompt responses. We try to provide them that,” elaborates Azri as he talks animatedly about his customers.

Global Amity was named Dealer of the Year in 2006. With the win came an obvious boost in sales and inevitably, the bar was raised. They found themselves facing a new challenge, which was to balance quality of service with intensified volume in sales. Gradual changes in human resource further pushed the management to initiate new strategies to heighten employees’ motivation. Since the beginning of 2008, they have continuously strived to inject fresh thinking to improve the way they work and it has effectively shifted the mentality of its employees to embrace a different level of comfort, such as being more immersed in the digital age.

Azri admits that it is not easy to monitor the comments online, especially with their own channels on Facebook and Twitter. “You are basically open for 24 hours. What I do is spend some time in the morning and evening daily to respond to customers’ feedback and queries. They appreciate and welcome that, and as long as you love what you are doing, who can tell you what a job is anymore?”

“We want to offer a 5-star Global Amity experience. To achieve that, we just need to be helpful. That, to me, is true customer service. At the end of the day, it is not about being a social media evangelist. We are unrelenting in our core competencies, that is to sell and service cars and take care of our customers,” Azri humbly shares as he taps away on his faithful BlackBerry to respond to a customer query.



Global Amity Sdn Bhd is a 3S centre located at Lot 2,3,4,5 Ground

Floor, Jalan SR 1/9, Sek 9, Serdang Raya, 43300 Seri Kembangan,

Selangor. You can contact them at +603 8945 9508.

Get connected with them on Facebook (keyword search on Facebook

is “Global Amity” or click to the direct URL at http://www.facebook.

com/group.php?gid=46494817144), and if you have a Twitter account,

do follow their interesting updates via @HondaKL.


Tags:Global Amity, Dealers, After Sales Service, Service Centre, Showroom, 3S
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