Ford and GM, a tale of two car recalls

With any recall, getting the part or parts fixed is just one aspect of the event. How the customer is treated is often a concern of equal—or even greater—importance for the manufacturer. The car owner is already worried about the safety of the car and annoyed about the inconvenience of having to take it back to the dealer to get it repaired. It's events such as this that can have an impact on customer loyalty, particularly when they happen to first-time owners of the brand.

Ford and General Motors have found themselves in the unique situation of having to issue recalls to fix problems stemming from a recall. Yes—recalling the recall. But it's their different approaches to customer service that's interesting.

In 2013 Ford had a problem with engine fires in Escape SUVs with the 1.6-liter four-cylinder engine. In November 2013, Ford issued Safety Recall 12S35. That was to address an overheating problem with the 1.6-liter engine, which could cause the cylinder head to crack and lead to an engine fire.

But a part installed during that recall might have been incorrectly installed, creating a new risk. So Safety Recall 13S12-S2 was issued to rectify that.

But this is Ford's only acknowledgement of the inconvenience customers may be facing.

"Some 2013 Escape owners may have experienced multiple recalls during their ownership experience. Based on this, there may be customers who require some extraordinary actions to be satisfied under the current situation. Ford has increased staff to assist you with customer handling. Contact your Customer Service Manager for customers requiring additional support:

Call your Customer Service Manager directly, or

Open a case for your customer that will automatically be directed to your facing Customer Service Manager (CSM). The CSM will contact you within 2 hours to discuss the customer's unique handling requirements."

So, the additional courtesies for these customers, who have faced several official recalls thus far, are more customer service. Owners should know that Ford dealerships are authorized to wash and vacuum the car, top off the fuel tank, and/or provide vehicle pickup/deliver or cover rental car expenses.

Contrast that with how GM is handling tail lamp problems with the 2014 Chevrolet Impala. GM first addressed the problem (campaign #13158B) in a recall announced in October 2013. Unfortunately, this caused a different issue, so GM issued a second recall (#13426) in February 2014 to remedy that problem.

But to its credit, GM has created a goodwill campaign (#14046), starting on March 30, 2014, for customers who had to endure multiple dealer visits for the initial and subsequent recalls. Customers can choose one "thank you" item from a list of four offers:

• A letter good for up to $100 toward a future maintenance service or repair
• A complimentary 12-month membership in the GM Motor Club, which is a roadside-assistance program
• 300 OnStar calling minutes
• A complimentary 60-month Tire and Wheel Protection Plan

Consumer Reports suggest owners of the Impala opt for the tire and wheel plan, which has a value of about $160.

Some may say that GM is scared about the negativity surrounding its ignition switch recall and is doing anything they can to make customers happy.

Perhaps.

But Ford considers multiple recalls—for potential engine fires—to be a situation that requires "extraordinary actions" to satisfy customers, such as an 800 number and a car wash.

That isn't very customer focused.

We urge owners of the Impala and Escape to contact their dealer in order to get these recalls addressed. And make sure you tell the front-line representatives if you've been inconvenienced with multiple visits to address these problems. Remember, the squeaky wheel gets the grease.

—Jon Linkov