DETROIT -

As finding new customers and keeping existing customers happy  within the brand becomes increasingly more important in the car business, General Motors revealed Tuesday its first-ever vice president of customer experience, who will help GM ramp up its efforts in these important areas.

Appointed to the role is Paul Copses, who currently serves as executive director of customer care and aftersales. He officially begins the new role Saturday.

Copses reports to GM North America president Mark Reuss in the new position. He will also give updates directly to Dan Akerson, chairman and chief executive officer.

Explaining the position in more detail, Reuss emphasized that GM is aiming to ensure that each employee strives to attract customers as well as helping to retain and satisfy existing customers.

Copses will be responsible for heading up a strategy development team and  the company’s customer relations activities.

Those customer relations tasks include coordination of call centers, post-sale policies and dealer network customers care standards.

“We’re offering customers what we believe to be the best range of cars, trucks and crossovers in our history,” Reuss said. “We’re equally serious about giving them world-class customer service. Paul will be the voice of our customers and will work to remove barriers that prevent our company and our dealers from achieving higher levels of customer satisfaction.”