Customer and dealer reaction from the latest Kubota Insight Programme (KIP) has shown a cleardesire from customers for closer links and more dialogue between the manufacturer, dealer and end user customer.

Now in its fifth year and ninth cycle, Kubota's KIP is a European-wide, service-focused initiative where a team of Japanese service engineers fly to the UK (and five other European sales territories) for a week's tour of selected dealerships and customers; giving the Kubota Japan staff the opportunity to gain first hand feedback from customers on the product range.


Kubota KIP team with Farmstar's Tom Lockwood (middle)

This, the second visit in the 2015 programme, drew to a close in late October with the KIP team visiting dealers in Bedfordshire, Norfolk, Lincolnshire, Nottinghamshire and Staffordshire for a combination of 'tractor clinics' and on farm customer visits.

At each location, and for each individual tractor, the Kubota KIP team were tasked with carrying out an 'overall' product assessment, looking at important service related components, operations and adjustments to ensure the tractor was 100% functional and mechanically sound. If any issues were found present during the inspection the KIP team would then diagnose and correct the fault with help from the Kubota UK and dealer's staff.

Upon completion of the KIP assessment, each tractor was power checked using a dynamometer and the outcome and conclusion of the KIP assessment explained to the owner/operator. Before concluding, an invitation to contribute personal experiences, preferences and to offer any desired improvements to the product was made to the owner/operator and their comments carefully recorded in order to provide guidance and inspiration for Kubota's programme of continuous improvement and future design requirements.

The hands-on approach of Kubota UK staff and the willingness of the Japanese Service Engineers to travel to the UK was praised by dealers and customers alike. Tom Lockwood, Service Manager at Farmstar's Newark depot commented: "We have a saying in our industry: sales sells the first tractor, service sells the second, and it's true. I've got an eleven-year history with the Kubota brand through working here at Farmstar and service has always been key to customer satisfaction.

"The KIP visits that we've taken part in this week have been very well received by our customers. People appreciate some care and support from the manufacturer as well as the dealer, and it goes a very long way on Kubota's part. People like to discuss their issues but also highlight the aspects of the product that they like as well. As a wider customer relations exercise, it's a very good thing for the business, both from a dealer perspective and for the manufacturer."

Keith Miller, Kubota UK's Service & Training Manager added: "KIP is a really worthwhile exercise because it presents an invaluable opportunity for Kubota Japan to meet those working at the coalface in the industry. The end user customer works with our machines day-to-day, so they are best placed to feedback on usability.

He continued: "The tractor clinics and customer visits also present a great opportunity for Kubota Japan to gain insight and a better understanding of how UK dealers approach the service and the diagnostic process, which all contributes towards a better service offering for our customers.

"Service excellence and a commitment to unrivalled customer service is key to what Kubota stands for, and we're delighted that we've received such positive praise from dealers, customers and from head office in Japan."