DETROIT -- General Motors North America President Mark Reuss has the ambitious goal of making GM the industry leader in customer service and satisfaction.
That means Alicia Boler-Davis has a big job.
Last week, Reuss named Boler-Davis, an engineer and assembly-plant manager, vice president for customer experience. She will be "responsible for leading General Motors' effort to make the way customers are treated a driver for repeat purchases," GM said in a statement.
Boler-Davis, 42, was plant manager at GM's Orion Township assembly plant in suburban Detroit. The plant makes the Chevrolet Sonic subcompact and Buick Verano compact sedan.
Orion has been a big focus for GM. The company overhauled its operations and labor agreement there to drive down costs in a bid to make a profit assembling the Sonic, which is the only U.S.-built subcompact. Most small cars are made in countries where labor is far cheaper, such as Mexico.
In a statement, Reuss praised Boler-Davis' "candor with leaders and strength of commitment she engenders among her team." She will report to Reuss.
"The breakthrough change that Alicia led as plant manager at Orion ... needs to be brought to our customer experience," Reuss said.
Last month Boler-Davis was First Lady Michelle Obama's guest at the State of the Union address. In October she led President Obama and South Korean President Lee Myung-bak on a tour of the Orion plant.
Boler-Davis has been at GM since 1994. She has been a vehicle line director for small cars and plant manager at various assembly plants. She has a master's degree in engineering from Rensselaer Polytechnic Institute. In 2010 she was among Automotive News' 100 leading women in the North American auto industry.
Boler-Davis replaces Paul Copses, who had been promoted in October from executive director of customer care and aftersales.
Copses, 50, was reassigned to lead a "major global strategic initiative" that will integrate information-technology systems across GM's customer-care and aftersales division, GM spokeswoman Pam Flores said.
"Paul made a lot of terrific contributions while pioneering the role," Flores said. "Alicia will build on that while bringing a fresh set of eyes."