Advancing Customer Loyalty: Insights from Our Recent Loyalty Study
I shared some details from our department’s Loyalty Study during July’s Joint Video Broadcast. As a reminder, the objective of this study was to (1) understand the key drivers of customer loyalty and (2) develop a new way of measuring service performance with a focus on driving customer loyalty. We’re excited to present additional findings and updates from this research.
Key Findings:
Our study shows that brand reputation is the most vital driver of customer loyalty, followed by the vehicle itself. The aftersales experience — encompassing customer service, warranty, digital interactions, dealership service, and overall quality — accounts for about a quarter of customer loyalty. While dealership service alone has a modest impact on loyalty, it is crucial for retaining customers, which highlights the importance of high standards across all service touchpoints.
Recent Developments:
We’ve shared the study results with Senior and Executive Management; their feedback has been instrumental. Consequently, we’ve made several updates to our survey tools:
1. CSE / ACE Survey Revisions: The Honda Customer Service Experience (CSE) and Acura Client Excellence (ACE) surveys have been revised to reflect customers’ priorities from the Loyalty Study. These surveys are sent to customers shortly after service is completed. The results are used to measure dealer performance and identify areas for improvement.
The length of both surveys has been cut in half in response to requests from the Dealer Advisory Board (DAB) to shorten them while still capturing essential insights.
This change aims to improve customers’ survey experience and focus dealers’ efforts on key drivers of customer loyalty.
2. Competitive OEM Survey Overhaul: The Vehicle Service Satisfaction (VSS) survey will undergo a significant redesign to reflect the findings of the Loyalty Study. The VSS survey is currently used to compare Honda and Acura dealer service performance against those of its key competitors.
We are broadening the scope of this survey to cover the aftersales service experience — not only dealer interactions. Additionally, we are exploring new AI tools to gather richer verbatim feedback and better identify recurring themes.
These updates reflect our commitment to supporting the 101Ki PS&T Midterm Direction to achieve top-level customer loyalty. By refining our measurement tools, we can better inform our division’s strategies to enhance service performance and strengthen customer relationships.
By Alison Wu
2024
Each summer for the past three years, the world’s largest showcase of skilled trades, the SkillsUSA National Leadership and Skills Conference, has taken over downtown Atlanta, Georgia. This exciting event challenges high school and college students from all over the country to compete for honors in one of 115 job categories across the spectrum of skilled trades and professions. According to SkillsUSA’s website, “More than 850 businesses, corporations, trade associations, and labor unions are partners at the national level alone, with thousands more supporting at state and local levels.” The automobile industry prominently features skills competitions in automotive service technology, collision repair, and paint & refinishing. American Honda’s technical trainers have supported the auto service contests for many years by writing test questions, “bugging” cars, preparing parts for testing,
and judging contest stations. The young men and women who compete at SkillsUSA are career-oriented, one and all, making it an organization worthy of Honda’s support.
The value of SkillsUSA goes beyond supporting the contests. American Honda’s Professional Automotive Career Training (PACT) program has set up a career booth on the convention floor for the past seven years. The purpose is to show all the students at the event and their families, teachers, counselors, and other supporters that the automobile industry offers many fulfilling career opportunities at the dealership and corporate levels. “Eye candy” helps. The PACT booth went big this year, showcasing a Honda associate who races his S2000 with a PACT vinyl
L to R: Jordan Hernandez, Tony Gonzalez, Stan Lellig, William Young, Robert Dykstra, and Blake Chinn
wrap design. Additionally, the Manufacturing Plants, Motorcycle and Power Equipment, Corporate Social Responsibility, and Talent Acquisition divisions joined in with products and personnel, tripling the size of the booth. PACT wants America’s youth to know the careers available in your dealerships and Honda’s various corporate networks. If you will be anywhere near the Georgia World Congress Center from June 23rd to June 27th, 2025, and want to experience what America’s youth offers your organization, stop in for an incredible experience. Watch the video on Honda’s involvement with SkillsUSA or SkillsUSA’s website at skillsusa. org to preview the excitement and talent.
By Jordan Hernandez
L to R: Oscar Reyes, Brad Turner, Oscar Morgana, Gene Esch, and Erik Bjorn
Exploring the World of Aftermarket Parts at AAPEX and SEMA
This past November, Francisco Rico, Kendell Jordan, and I had the opportunity to attend the AAPEX (Automotive Aftermarket Products Expo) and SEMA (Specialty Equipment Market Association) shows in Las Vegas. These three days were packed with innovation, learning, and connections in the automotive industry. Here’s a quick recap of the highlights, including a glimpse into the Honda Racing Corporation (HRC) booth and the valuable meetings we had with our service information licensees.
AAPEX vs. SEMA – Two Sides of the Aftermarket Coin
While both AAPEX and SEMA showcase advancements in automotive parts and technology, they cater to slightly different aspects of the industry. AAPEX focuses on aftermarket parts, components, and technologies that impact everything from safety and maintenance to the next-gen tools driving the industry forward. It’s an expo where the big players in parts and service congregate to explore future automotive tech and trends.
SEMA, on the other hand, is all about the flashy side of the industry: customization, performance upgrades, and creative builds that push the limits of vehicle modification. From rugged off-roaders to sleek supercars, SEMA celebrates unique design and engineering. These shows highlight the full spectrum of the aftermarket world, blending practical innovation with head-turning customization.
The HRC Booth and Standout Honda Builds
A major highlight for us was seeing the HRC booth at SEMA. We were thrilled to witness how Honda is pushing performance boundaries with a
Kendell Jordan, Chris Tatro, & Francisco Rico
range of racing parts and accessories on display. The booth drew attention with its high-performance offerings, showcasing Honda’s dedication to motorsport and giving fans a closer look at what’s possible when innovation meets racing.
Beyond the HRC booth, we spotted several unique Honda builds throughout the show. From modified Civic Type R’s and Integra Type S’s to a custom Prologue, Honda vehicles stood out among the sea of customized cars. Each build represented a blend of style, function, and the personal touches that make our cars favorites in the modding community. It was inspiring to see how enthusiasts and builders continue to take Honda’s foundation and add their own unique twists.
Building Connections with Our Licensees and Partners
While the booths and builds were impressive, one of our primary objectives was to connect with our licensees, some of whom we were meeting in person for the first time. These face-to-face interactions allowed us to build stronger relationships and gain a firsthand understanding of how they utilize Honda’s electronic service information.
One of our key partners, Bosch, played an essential role in facilitating these meetings, coordinating introductions and helping us connect seamlessly with each licensee. Their support was invaluable in ensuring that discussions were productive and focused, allowing us to address questions, share insights, and explore ways to enhance our licensing program. We gained fresh perspectives from our licensees on how our service information impacts their business. These meetings left us with a renewed sense of collaboration and excitement for the future, with valuable ideas to further support our partners and uphold Honda’s standards.
By Chris Tatro
Celebrating Excellence: Honoring Our ASE Master Technician of the Year Nominees
The week leading up to Thanksgiving, service professionals from across the automotive industry came together at the Omni Royal Hotel in New Orleans, Louisiana, for the annual ASE Awards Banquet. This highly anticipated event honored the exceptional skill and commitment of technicians who consistently excel in their field.
This award has a rich history, standing as a benchmark of technical expertise and lifelong learning in the automotive world. With over 220,000 ASE-certified professionals across the country, the honor of being recognized as a Master Technician of the year speaks volumes about the recipient’s dedication to quality and leadership in vehicle repair and service.
ASE provides our Training Operations Department with a short list of top candidates representing both Honda and Acura brands. The Training Operations Department carefully reviews their training achievements, tenure, CSI/ACE scores, and Master Technician status provided by American Honda. After extensive deliberation among the department, we proudly nominate two outstanding professionals who embody the values of excellence and innovation at the heart of this award.
At this year’s banquet, Manager Brian Bell and Training Center Coordinator Eugene Esch from the Training Operations department represented American Honda as they presented awards to both of our distinguished nominees.
On behalf of Honda, Joseph Conklin from Zeigler Honda has built a stellar reputation for technical mastery, a problem-solving mindset, and an unwavering dedication to customer satisfaction.
On behalf of Acura, Orlando Gonzalez from Doral Acura shone brightly, demonstrating exceptional skill, innovative approves to complex challenges, and a passion for mentoring others in the profession.
Along with their awards, Joseph and Orlando each received a gift card courtesy of American Honda. The gift cards were sent directly to their respective DPSM’s, allowing them to personally present the gift cards, congratulate the recipients, and celebrate with their dealerships.
We are immensely proud of our nominees and the recognition they received at the event. Their achievements not only set a high standard for Honda and Acura, but also inspire the entire industry to aim higher.
The ASE banquet in New Orleans was more than just an awards ceremony – it was a celebration of the passion and expertise that keep our industry thriving. As we look ahead to next year, we remain committed to supporting and recognizing the talented professionals who make a difference every day.
Congratulations again to Joseph and Orlando for representing Honda and Acura with such distinction. You make us proud!
By Brian Bell
L to R: Tom Trisdale (ASE Chairman), Eugene Esch (Hoffman Estates, IL Training Center Coordinator American Honda), Joseph Conklin (Zeigler Honda), Brian Bell (Manager Training Operations American Honda), Dave Johnson (ASE President & CEO)
L to R: Tom Trisdale (ASE Chairman), Brian Bell (Manager Training Operations American Honda), Orlando Gonzalez (Doral Acura), Eugene Esch (Hoffman Estates, IL Training Center Coordinator American Honda), Dave Johnson (ASE President & CEO)
PST Associate Appreciation Day
Happy Holiday Celebrations!
On November 20th, 2024, different PS&T locations held local Appreciation Day events to collaboratively give a BIG THANK YOU to our dedicated Associates who make PS&T the best Business Unit in Honda! Associates were treated to a festive holiday season lunch and goodies. They were also allowed to participate in fun activities to bond with their co-workers and friends. As a Honda family, it was great to share some quality time and get to know each other better!
In Torrance, competition in the cornhole and bowling events was fierce but friendly. Ultimately, no injuries were reported, and everyone had a good time!! Stay tuned for future event announcements!
PST Associate Appreciation
PST Associate Appreciation Day
2024 Customer Service Week
Customer Service Week is an international event celebrating customer service professionals’ dedication, passion, and hard work. From October 7th to 11th, our Auto, PowerSports and Products, Mediation, and Power Equipment Contact Centers came together to honor the incredible individuals who serve as the backbone of our customer experience.
These agents embody Honda’s core values daily, serving as customers’ first point of contact. They resolve challenges, build trust, and ensure satisfaction — essential to the company’s success. Customer Service Week provided a meaningful opportunity to recognize their contributions and reflect on their critical role in shaping our business’s future.
Why Customer Service Agents Matter
Customer service agents are more than problem-solvers; they are relationship builders and brand ambassadors. Each interaction represents an opportunity to create a lasting positive impression, enhance customer loyalty, and make someone’s day a little brighter.
Their dedication directly influences Honda’s reputation, strengthens customer retention, and drives our company’s growth. By celebrating their achievements, we affirm their value to our mission and inspire continued excellence in service.
A Week of Celebration and Gratitude
This year’s Customer Service Week was packed with appreciation, excitement, and activities that emphasized the significance of our agents’ work while fostering teamwork and camaraderie.
Themed Days Brought Creativity and
Fun
y Sports Jersey Day: Agents proudly represented their favorite teams, igniting unity and team spirit.
y Character Day: Creativity soared as participants dressed as their favorite characters, showcasing imagination and enthusiasm.
y Dress Like Your Boss Day: Agents stepped into their supervisor or manager’s shoes with humorous and spot-on impersonations.
y Decades Day: Nostalgia filled the air as staff donned iconic outfits from beloved eras, from ‘60s hippies to ‘90s grunge icons.
y Team Theme Day: Teams collaborated to craft inventive group themes, spotlighting the strength and creativity that teamwork brings.
Continued
Team Theme Day (L to R) Luz Manzo, Adriana Chavez, Crystal Gomez, Yvette Orellana, Kentaro Ogawa, Kristin Lopez, Aylin Cercado, Adriana Rojo, Richard Escoto, Kimberly Gonzales
Engaging Activities Brought Teams Together
Trivia games like Honda Trivia, Sports Trivia, and Decades Trivia provided friendly competition and tested knowledge, while 2 Truths and 1 Lie offered lighthearted fun and and deeper connections with management.
A Tasty Grand Finale
The week ended with a special treat: a Taco Caterer, the first-ever for our Contact Center! It was a delicious way to celebrate the team’s hard work and close out an unforgettable week.
Looking Ahead
Customer Service Week 2024 was a powerful reminder of our customer service agents’ indispensable role in our success. Their empathy, resilience, and problem-solving skills ensure customers feel valued and supported.
Here’s to our agents — the heart of Honda and a reason for our success. Thank you for your unwavering dedication!
Superhero Day (L to R) Sabrina Maldonado, Briana Vasquez, Nicky Avila, Gabriela Miranda
Sports Day (L to R) Samantha VanHorn, Briana Vega, Trishana Hope, Destinee Gomez, Everett Washington
By Rosalinda Higgins
Dress like your boss day (L to R) Ajay Bajwa, Suzette Smith
Spotlight
The technician shortage has been a significant topic of discussion at our Honda and Acura dealerships for the past three years. The Industry Education team isn’t new to hearing this narrative. Thirty-five years ago, the dealerships asked American Honda to create an entry-level program called the Professional Automotive Career Training (PACT) program to help with these demands.
As you may know, PACT is American Honda’s community college and technical training initiative. PACT aims to produce qualified, entry-level technicians to allow students to jump-start their Honda careers. Honda has 45 PACT schools with which we partner in the community. Our most recent additions are:
y South Louisiana Community College in Lafayette, LA
y Wichita State University College of Applied Science and Technology in Wichita, KS
y Salt Lake City Community College in Salt Lake City, UT
y Shelton State Community College in Tuscaloosa, AL
PACT team members are Leslie Macias and Jordan Hernandez, who split the entire US map in half. Jordan covers the western region, which leads to Kansas City, MO, and Leslie covers the eastern region from Kansas City. Jordan Hernandez has been working with the PACT program for nine years now. Leslie is the current member who has been here for over a year. Our support goes from engaging with students, parents, community colleges, and dealership staff.
Being “Corporate,” we try to bring all the parties together to support the program effectively. Establishing new schools, however, is only part of the success equation. We need students, too. The primary source of students for PACT is local high schools. However several other manufacturers run post-secondary training programs, and they’re
competing for the same students. That goes for different colleges, trade schools, and the military.
We all know our dealers have much to offer regarding career-oriented pathways for our PACT students. Job placement is the PACT team’s number one goal when placing hardworking students with a degree or certificate from a PACT school. The dealer plays a crucial role in hiring the students while attending school. The dealers offer work experience, creating a solid foundation for a lifelong career and providing opportunities for personal and professional growth. We think this is an excellent program to share our PACT experiences!
You can learn more about PACT and the schools involved at www.Hondapact.com, or talk to your PACT Team, Leslie Macias or Jordan Hernandez, for more information.
By
Mitch Morgan 40th Anniversary Spotlight
A Memory from Your First Day at Honda
Although my first day at Honda was spent handling customer complaints in the Motorcycle & Power Equipment Customer Relations Department out of Moorestown, NJ (aka Mt. Laurel, PC60), my most significant first day was on January 14th, 1985, when I became the youngest District Sales Manager ever hired by the Motorcycle Division. I believe I still hold that distinction to this day! With little training, I was handed the keys to a 1985 Honda Prelude and a box of dealer files. I was told to head to my new sales district in Virginia to introduce myself to my dealers. On my way down to Virginia, I was busted for speeding by a Maryland State Trooper! My first dealer visit was dealer #104600 – Blalock Cycle Company in Warrenton, VA. When I entered the dealership, I was greeted by the owner, Bill Blalock, a gentleman in his late 60s, and I introduced myself as his new District Sales Manager. He looked me up and down and said, “Aren’t you a bit young to be a District Sales Manager?” I responded, “Mr. Blalock, don’t judge me by my age, judge me by my knowledge and how I can help you grow your business.” From that point on, I gained his respect, and he became one of my top-performing dealers.
Favorite Project
the most and had the most significant financial impact on American Honda was the 2001 Gold Wing 1800 accessory launch. With limited resources and only a two-man team in the Motorcycle Accessory Marketing group, we were able to plan, procure, market, and distribute 64 brandnew accessories for the GL1800, resulting in the Motorcycle Division’s most successful accessory launch and record revenue of over $25 million in 2 years.
Favorite or Mentionable Mentor/mentee moment
Having been with American Honda for 40 years, I’ve enjoyed working on many projects in the Motorcycle Division and the Parts, Service, and Technical Division. It’s tough to pin down one favorite project, but one of the projects I enjoyed
Over my 40-year tenure here at American Honda, I’ve had plenty of managers, but the most inspirational, supportive, and influential manager was my third Zone Sales Manager in the Motorcycle Division, Gene Ostrom. When I was promoted to Senior District Sales Manager, I relocated to Chicago, IL, from Virginia, and Gene Ostrom became my ZSM. Gene was known as a “tough” manager, so being a young and spirited DSM, I was intimidated by him. However, Gene was more of a coach rather than a manager dictating orders. He allowed me to make my own decisions, but he also made his point of view known. If my decision ended up backfiring, he didn’t say, “I told you so.” he instead asked, “What did you learn?” He let me learn from my mistakes to improve my decision-making process. Because of Gene’s guidance and leadership, I excelled as a Senior District Sales
DEVON HONDA MINI-BIKE RODEO GRAND CHAMP
Manager and earned my one and only “exception al” performance rating under his wings.
Advice for New Associates
Never accept mediocrity in yourself or others. Al ways push to exceed expectations, not just meet them. Ask questions if you don’t understand or need clarification. There are never “stupid” ques tions. Always remember who generates your paychecks — our dealers and customers. Without them, Honda would not exist.
What Else Would You Like Us to Know about Your Honda Story?
I was 11 years old when my father helped me purchase my first Honda motorcycle: a 1974 Candy Topaz Orange Z50AK5 Mini-Trail. Because of this motorcycle, I pursued a passion to work for American Honda Motor Co., Inc. I started working at my local Honda motorcycle dealership, West Chester Honda-Yamaha, in West Chester, PA, at 12. My first job was serving hot chocolate for 4 hours, making $2.00 an hour at an “Open House” event introducing the 1975 Honda Gold Wing 1000. When West Ches ter Honda terminated its motorcycle franchise to concentrate on Honda automobiles, the dealer prin cipal of Devon Honda in Devon, PA, Chip Wight, of fered me a job in their parts department, and I glad ly accepted. Before graduating college, I secured an internship in the Motorcycle & Power Equipment Customer Relations Department in Moorestown, NJ. My first supervisor was Chuck Boderman, a now-retired AHM Vice-President. I was hired fulltime and became an official Honda Associate on
October 8th, 1984. After 14 years as a Senior District Sales Manager, I was promoted to Motorcycle Accessory Mar keting Administrator and relocated to Honda H.Q. in Tor rance, CA. Over the next 26 years, I served as a Zone Sales Manager, Regional Service Manager, Packaging & Logistics Administrator, and currently continue my service to Amer ican Honda in the Parts, Service, and Technical division as a Senior Electronic Parts Media Editor & Technical Specialist. Throughout my Honda career, I have always been actively involved in competitive motorcycle and ATV events and en joyed many years of successful motocross competitions on the local and national levels. My love of motocross began when I first started competing in the Devon Honda Mini-Bike Rodeo and became Grand Champion when I was 13. As I aged, my body could not withstand the physical demands of competitive motocross racing. So, I transitioned to downhill mountain bike riding and volunteered my spare time servicing the community as a Torrance Area Chamber of Commerce member and an active HondaGo volunteer. Thank you to all my past and current fellow Associates who have made my career here at American Honda Motor Co., Inc., an enjoyable, fruitful, rewarding, and memorable career.
TAKATA AIR BAG RECALL
1988 RICK JOHNSON & MITCH MORGAN
Guess the Assistant Manager Results
Congratulations to Glen Malig, Jimmy Robinson, & Steve Bailey for guessing the most correctly! Please contact Kevin Shimohara for your prize!
Willie Dow
Scott Hamby
James Merryman
Jeff Uyeno
New Parts (September)
,
y Alexi Harney, PC65 - Windsor Locks
y Christina Christian, PC65 - Windsor Locks
y Ethan Pensado, PC50 - Irving
y Glen Guerra, National Parts & Service Field Ops
y Jacob Borden, PC90 - Troy
y Jacob Calzada, PC60 - Moorestown
y Jayden Seard, PC70 - Alpharetta
y Jesus Villalobos, PC30 - Portland
y Jordan Smith, PC65 - Windsor Locks
y Joshua Turner, PC90 - Troy
y Juante Lord Jr., PC70 - Alpharetta
y Kate Elder, Parts Supply
y Kim Clymer, Parts Supply
y Luis Vargas, PC60 - Moorestown
y Marcus Jones, PC30 - Portland
y Markia Grant, PC70 - Alpharetta
Caitlyn Holmes Transportation Julissa Saldivar Vehicle Service Contract
Kerri Dunton Alpharetta,
New Parts (October)
y Jaquwan Outlaw, PC65 - Windsor Locks
y Joshua Ashie, PC90 - Troy
y Matthew Wieckowski, PC60 - Moorestown
y Sean Palmer, Hoffman Estates, IL- Zone 6
Litrieda Taylor Alpharetta, GA - Zone 4
New Parts (November)
y Anthony Ozuna, PC70 - Alpharetta
y Courtney Hails, PC60 - Moorestown
y Francisco Matos, PC60 - Moorestown
y Jeshua Palacio, PC50 - Irving
y Thanh Ho, PC10 - Los Angeles
Sean Miller
101Ki Q3 Service Anniversaries
Carol McIntyre PC10 - Los Angeles
Maurice Narbona Alpharetta, GA - Zone 4
Mitch Morgan Parts Catalogues
David Simpkins PC70 - Alpharetta
Diane Booth PC10 - Los Angeles
Peter Burke
Tommy Richardson
Paul Attridge
101Ki Q3 Service Anniversaries
y Francisco Medrano, PC70 - Alpharetta
y Gabriel Sacramento, PC10 - Los Angeles
y Jeremy Evans, Quality & Packaging
y Kenneth Miramontes, PC90 - Troy
Anil Dubey
Planning & Research
Edward Mayer
Gerardo Godoy
Gilberto Lizarraga
James Scheler
Joshua Rinderle
Kandy Jurumbo Denver, CO - Zone 5
Lamar Peterson PC30 - Portland
Matthew Tyler PC80 - Davenport
Nicole Deal IPC - Local and New Model
Ronny Ichihara PC10 - Los Angeles
Shinsuke Sekito Logistics Planning
Tara Franklin PC90 - Troy Export
Yordy Catano PC50 - Irving
101Ki Q3 Service Anniversaries
Devin Conne Techline
y Anthony Shelton, PC65 - Windsor Locks
y Eric Phouthinunh, PC40 - French Camp
y Jairo Padilla, PC60 - Moorestown
y Lateisha Knox, PC70 - Alpharetta
Eric Stevens NA Data Analytics
Jaira Mejia PC80 - Davenport
Julian Coto
PC60 - Moorestown
COMMITTEE MEMBERS: KATHY RUSCONI, KRISTIN BARTH, STEVEN BAILEY, KEVIN SHIMOHARA, PARICK GARCIA, CHRIS TATRO, BRITANIE BAKER, DAVID SUK HONG, ROSALINDA HIGGINS
CONTRIBUTORS: ROBERT STONE, JORDAN HERNANDEZ, LESLIE MACIAS, ALISON WU, MITCH MORGAN, WES HAMACHI, BEV BAIGENT, CHRISTINA CHAVEZ, BRIAN BELL