13 Dec 2023

  • PROTON Operational Excellence (POE) to level up performance of PROTON’s service centre across the country
  • Continuous effort to build trust and confidence towards PROTON brand and service


Subang Jaya, 13 December 2023 - In a decisive move to enhance customer satisfaction, PROTON unveiled the PROTON Operational Excellence (POE) initiative. This meticulous strategy aims to improve the performance of PROTON's nationwide service centres, nurturing trust in the brand's commitment to excellence.

A media tour was organized to unveil this initiative at one of PROTON's authorized dealers, namely The Apple Auto Services & Tyres in Bangi. Present at the event were Roslan Abdullah, CEO of PROTON Edar Sdn Bhd, Edmund Lim, the Vice President for Sales & After Sales, and Wan Hazran Wan Mustafa, the After Sales Director.

Starting with 13 pilot outlets, the POE initiative will progressively integrate into nationwide 3S and 4S facilities outlets. This phased approach emphasizes PROTON's commitment to a systematic implementation, ensuring operational excellence at every customer touchpoint.

“We at PROTON are dedicated to ensuring a premium level of service for every customer - from their first step into our dealerships, through the purchasing process and during subsequent service visits,” emphasized Roslan Abdullah, Chief Executive Officer of PROTON Edar.

Operational Excellence as a Key Driver

POE symbolizes a fundamental initiative, reflecting PROTON's dedication to aftersales operational efficiency and service quality. The focus areas include adherence to high-quality service processes, technician competencies, future Dealer Management System (DMS) integration, and fostering trust in the brand.

Strategies include securing preferred appointment dates and aligning service processes with customer needs, technician development is also central to POE, with comprehensive training programs ensuring continuous skill elevation. This initiative equips technicians with advanced knowledge, keeping them at the forefront of automotive technology for efficient issue resolution.

Mr. Roslan Abdullah further highlighted, "PROTON has already undergone major transformations, with network rationalisation and parts warehouse expansion. Our comprehensive network rationalisation ensures optimal coverage, being the largest 3S/4S network of 155 outlets, we are well-positioned to meet and exceed customer expectations."

On the parts availability, he stated, "Our increased warehouse capacities have significantly reduced lead time delivery by at least 30%, enabling us to store more parts, streamline order processing, handle overseas shipments, and maintain larger stocks of critical items for quicker customer repairs. It's our way of saying we're here for you, ready to keep you on the road with minimal disruption. We've strategically opened 2 new warehouses in Peninsular Malaysia, along with a new warehouse in East Malaysia, Kuching and soon to be launched Kota Kinabalu, catering to parts demand and supply in that region."

Fostering Trust and Confidence in PROTON's Brand and Service

Beyond operational enhancements, PROTON places a strong emphasis on building and reinforcing trust and confidence in its brand and services. Empowering the dealer network, open communication channels, collaborative efforts, one-to-one coaching sessions, and sharing best practices among dealerships to strengthen the network.

Reward & Recognition schemes acknowledge dealers for outstanding customer service, celebrating milestones and instances where dealers go above and beyond. These initiatives cultivate a culture of excellence within the dealer network.

And our commitment doesn't stop there. We understand that your time is precious, and your preferences are diverse. That's why we've introduced fast service options and created a cozy waiting area with quality cafes. It's a space where quality isn't compromised, catering to both the busy and the laid-back, ensuring that your experience with PROTON is not just efficient but enjoyable.

The PROTON Operational Excellence initiative is a dedicated journey towards ensuring customer satisfaction and building trust in the brand. PROTON aspire to achieve more positive milestones in the ongoing transformation journey, creating a lasting impact and fostering stronger connections with the valued customers.