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Learning to Use a New Electronic Gizmo? Ask a Kid

GM hires group of specialists to teach dealers, car buyers how to use infotainment systems.

by on Nov.27, 2012

Cadillac calls its new infotainment system the Cadillac User Experience or CUE. Here, it's shown in the 2013 Cadillac XTS.

Everyone knows that if you need to learn how to use a new electronic toy, talk to a young person.

General Motors has obviously heard that advice, so it’s hired a group of young, tech-savvy people to serve as connected customer specialists to train GM dealers and support vehicle owners trying to learn its new infotainment systems.

Youthful and Connected!

After watching Ford’s missteps with its own MyFordTouch and MyLincolnTouch, GM is trying to avoid some of the same mistakes. But can young tech geeks teach car buyers new tricks?

General Motors has hired a team of 25 young people to ensure that owners of Chevrolets, Cadillacs, Buicks and GMCs get the most of their state-of-the-art Chevrolet MyLink, Cadillac CUE and the Buick and GMC IntelliLink infotainment systems. The connected customer specialists will train GM dealerships on the use of the systems that provide information, navigation, communication and entertainment.

The connected customer specialists will fan out to dealerships nationwide to help owners understand how to get the most out of their Chevrolet MyLink, Cadillac CUE and Buick and GMC IntelliLink infotainment systems.

“While our infotainment systems are designed to be intuitive and easy to operate, we’re taking a proactive approach to ensure customers receive the expert support they may need,” said Alicia Boler-Davis, vice president of global product quality and customer experience.

Ford was criticized by numerous publications with the introduction of MyFordTouch, a new graphical interface that works with its Sync voice-control system.

One Ford executive said the company needed to do a better job training journalists to use the system. Click here to read the story.

Without mentioning Apple by name, it’s clear many of the connectivity specialists honed their skills working for the revered computer company. GM’s release even says that many of the specialists worked at “genius bars,” which happens to be what Apple calls the tech support desks in its stores.

Oh, and did we mention that these are young people who will be teaching you how to tune the radio in your new Cadillac?
“Our new specialists with an average age in their mid-twenties bring the right kind of experience to our team,” said Boler-Davis. “They grew up with the phones and technology that our infotainment systems connect with. They know customers and will help with their needs, which is what our company is all about.”

Zita Zheng, a connected customer specialist working in Seattle said customers will be expecting a lot from them.
“There is a high level of expectation and comfort when it comes to computers, tablets and cell phones and other technologies we use every day. I will make sure that GM’s customers enjoy the same levels of comfort with their vehicle infotainment systems that might be new to them.”

Connected customer specialists will help identify and train tech experts at every U.S. GM dealership (think those people might some of the younger folks working at those outlets?).

But possibly one of the most important roles for the connected vehicle specialists will be to share feedback from consumers to GM’s quality and engineering teams to make improvements in current and future vehicles.

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