Interview with Luc Durieux and Elias Fatmi (Škoda France); by Céline Dutas (Multi-Value). Between the interview and the publication, Elias recently took on a new professional challenge. We are now working with Delphine, who appears in the photo.
Škoda France is a car manufacturer known for its reliable, practical vehicles offering strong value for money, and is part of the Volkswagen Group. The brand has been a partner of Multi-Value for three years. All the more reason to give Škoda the floor. And for that, we could not have found better interviewees than Luc and Elias. Discover below how they use customer experience visits, training and coaching to deliver a “service beyond expectations” to their customers in France.
The customer experience visit programme consists of several visits per dealership per wave, following a predefined scenario (with or without an appointment). Each visit is followed by a virtual coaching session with the sales advisor and their manager, during which the results are discussed and a concrete action plan is defined.
Can you briefly introduce yourselves and Škoda?
Elias: I have been responsible for Customer Experience and Connectivity at Škoda for the past two years.
[Editor’s note: Delphine Roux (see photo) has recently taken over this role from Elias.]
Luc: I have been responsible for Network Development and Customer Quality for seven years.
Both: Škoda is a Czech car brand and one of the oldest in the world, founded in 1895 by Václav Laurin and Václav Klement. Originally, the company manufactured bicycles — hence its historical link with cycling — before moving into motorised vehicles.
Since being acquired by the Volkswagen Group in 1991, Škoda has grown significantly in Europe and Southeast Asia. Today, it is the third-largest brand by volume in Europe (after Volkswagen and Toyota) and the eighth-largest player in the French market.
In France, the network includes 170 dealerships, more than 300 sales advisors and 250 authorised repairers. The current model range consists of 10 models, with two new models planned for 2026.
What makes Škoda unique in the automotive sector, in your view?
Luc: The brand’s longevity and its core values are its foundation. Škoda takes a human-centred and pragmatic approach, aiming to meet the expectations of all drivers.
Our three key values are:
- Humanity: staying close to customers’ needs and expectations, with genuine attention to welcome, friendliness and listening.
- Simplicity: offering “Simply Clever” products — practical, smart and easy to understand, with above-average space and usability.
- Originality: through our “Modern Solid” design, the “Explore” claim and clever solutions, we aim to support our customers in their daily lives.
As we like to say: “The car is an integral part of the driver’s life.”
Our vehicles, particularly our 7-seater models, are designed to share life moments and become true companions on the road.
Why did Škoda choose to collaborate with Multi-Value?
Luc: Proximity is a value we share with Multi-Value.
Their experience in this field, particularly with other brands within the Volkswagen Group and even with Škoda in other countries, was decisive.
They also proposed an approach that was attractive and well aligned with our expectations and budget constraints.
What has been the impact of the programme so far?
Elias: The results have been very positive. We have seen an increase in visit scores starting from the fifth wave.
The post-visit coaching really helps our teams to structure themselves, define their action plans and clearly identify areas for improvement.
It has also helped us clarify our expectations in terms of proximity and customer listening.
In addition, we are learning much more about the drivers that have a direct impact on customer satisfaction.
What are your ambitions for 2026?
Luc:
- In France: to reach 55,000 vehicles sold and exceed a 3% market share.
- Globally: to sell more than one million vehicles and continue our expansion, particularly in India, while maintaining our performance in Europe.
Our objective is to become a benchmark for customer experience among volume brands.
To achieve this, we are working on four key areas of development:
- Better listening to customer needs
- Personalising our services
- Creating emotion during the test drive
- Further digitalising the customer journey
We also aim to strengthen our spontaneous brand awareness and overall brand image.
The automotive sector is highly competitive. How does Škoda approach this, and what role does customer experience play?
Elias: We address this challenge with a simple and attractive offering, but above all with a customer approach based on proximity and human interaction.
Customer experience plays a key role: it keeps our network alert and helps it continuously improve in its relationship with customers.
The real difference will come from the quality of that relationship and what Škoda can truly bring to its customers.
What advice would you give to the automotive sector in general?
Luc: Truly listen to your customers, and don’t focus only on your metrics.
Customer experience visits provide an authentic view of the experience as it is actually lived and make it possible to adjust practices.
And above all, continue to value the human relationship, as it remains at the heart of customer satisfaction.
About the approach
At Multi-Value, we are proud to have contributed for three years to the success of Škoda France and to the satisfaction of its customers and prospects.
Beyond measuring customer experience through dedicated visits, this project is fundamentally about learning and continuous improvement in the field. We work with mystery guests trained as coaches, who bring an objective, constructive and engaged perspective.
After each visit, these mystery guests/coaches share their experience directly with the sales advisor and their manager. This exchange, based on real situations and genuine perceptions, turns customer feedback into a powerful development tool.
This approach enables the implementation of concrete action plans tailored to each location’s context and supports the long-term development of commercial teams. By placing customer experience at the heart of management dialogue, Škoda France is building a culture of continuous improvement, where every interaction becomes an opportunity to grow and create more value for the customer.
Want to know more?
Would you like to learn more about our services in France and across Europe? Feel free to contact us to discuss your customer experience and satisfaction challenges.