Profile: Visual Health Check - Emma Horne, After-sales marketing manager, Kia Motors

She's working to challenging brand marketing objectives: "Kia has been the fastest-growing brand in the UK, and all after-sales campaigns are brand-building exercises. We want to be recognised as a quality, value brand and we need to look after our customers and make sure that what we give them is consistent. As the level of services rises, their perception of the brand will grow."

Kia created Horne's role in February this year and so far she is finding dealers are on-side. "They've never had support in this area and are excited about the opportunities."

The Visual Healthcheck scheme, through Bullet, aims to make the brand "fun and exciting" while offering customers a valued service. Drivers can have a complimentary 23-point check on their cars at any time. Dealers will give them either a green light to indicate the part is still good, amber which means it needs attention but is OK for the moment, and red to show it needs attention now. The check provides an upsell opportunity for dealers. The push includes POS for 180 dealerships across the UK and is intended to help promote the service. Dealers are provided with postcards to send to local customers telling them their cars are ready for a check-up. They can also be used in the local press to flag up the service. The website advises visitors of the activity and the quarterly Kia lifestyle magazine Eureka includes a postcard to its 45,000 readers to let them know about the offer.

Horne believes preparation is key for any campaign and from past experience, says going out on a whim won't work. "If you invest in something you have to fulfil it and support it." She describes her approach as passionate, excitable, and determined and says she loves a challenge. Which explains why she's about to embark on the launch of a website for a February deadline, with help from Bullet.

On the site, consumers will be able to design their ideal car online from various parts. They can then email the design to a dealership for a costing, or go and discuss the options. "We want to change the perception and process of a buying a car. It also provides an upsell tool because buyers will get a price including the extras, rather than a basic cost with the accessories added on later, like our competitors."

Horne has a busy few months ahead so it's handy that she "doesn't give up easily". A new model is being launched at the end of the year that features a customer incentive push. She is also looking for brand partners that embody Kia's key values of quality, trust and dynamism. "Developing key supplier contacts is important for us and we will be looking to do cross promotions with the brand in the future."

It's clear Horne enjoys her new role - she's certainly full of ideas and is determined to deliver quality service for her consumers.

QUESTIONNAIRE

If I won the lottery... I'd pay off my mortgage and buy a luxury ski chalet and summerhouse. But I'd have to finish my work projects first, I couldn't bear someone else doing it.

Most embarrassing moment... I used to work on a cruise liner and in my first week the Captain asked me to 'fog watch' on the deck during dinner... in a cocktail dress. I totally fell for the joke.

If I wasn't in marketing... I'd be a firefighter. Due to a bad shoulder injury I wasn't allowed to join the service but I love the concept of helping others and being involved in the community. And the danger, of course.

CURRICULUM VITAE
2005 to present: After sales marketing manager, Kia Motors, Customer
services manager, Kia Motors
2005: Customer services manager, Hyundai Motors UK
2004-2005: CRM sales manager, Kids for Life
2000-2004: Operations director, Contact Centre Management
1998-2000: Sales and marketing support, Call Centre Focus