While other media outlets recently trumpeted the fact that the all-new 2013 Cadillac XTS will come with a free Apple iPad, that’s actually just one small facet of how GM’s luxury division is preparing to launch its most technologically advanced vehicle ever. Knowing that a lot is riding on the success of the new Cadillac User Experience (CUE) interface, the brand will offer a comprehensive support program for the new technology while also getting the chance to build awareness of its award-winning customer-care efforts.
“We’re blending the advanced technology of CUE with the personal touches of a luxury experience,” said Don Butler, U.S. vice president of Cadillac marketing. “We’ve built a thorough approach, enabling customers to give us feedback on the technology as they use it, as well as providing support for dealers and buyers who have questions.”
Cadillac CUE Customer Care: Why It’s Important
CUE was designed to mimic the functionality found in many of today’s digital devices, with the ability to recognize gesture commands—e.g., “swiping” and “pinching” motions—and engineers have also worked hard to make the system intuitive. However, after seeing the challenges faced by Ford with its SYNC technology, which caused customer-satisfaction issues at least partly because owners—and dealers—weren’t familiar with the system, Cadillac is elevating the ol’ bar with a wide range of support and feedback initiatives for CUE.
Remember, too, that the brand-new Cadillac ATS will offer the CUE system as well, as will future Cadillac products, so this new emphasis on customer tech support will have a far-reaching impact.
Cadillac CUE Customer Care: The Details
The new wave of support efforts includes a Cadillac CUE App that can be downloaded to an iPad and recreates many of the features of the in-car system, allowing users to explore it at their own pace. And as mentioned, each new XTS will come with its own custom iPad that’s already had the CUE App, along with the MyCadillac App and OnStar RemoteLink, pre-installed.
All Cadillac dealerships also will have at least one trained technology expert on staff to assist CUE users, both before and after purchase, and those individuals will be backed by a team of 25 national Connected Customer Experts who will travel the country to act as resources for “in-car electronic technological training, sales and service assistance.”
Specially trained tech experts, specifically skilled with in-car and mobile devices, have been hired by the Cadillac customer assistance center as well. Customers can call the center directly (1-800-458-8006) or use OnStar to get in touch with them for questions and feedback.
Finally, new XTS (and ATS) owners will get a personal call from a Cadillac representative welcoming them into the family and creating an initial point of contact for the CUE experience.