Tesla is now letting customers contact executives with their complaints

Timothy Artman/Tesla

Prompt customer service will be important as customers wait for the Model 3, pictured above, to be delivered.

• Some customers have complained that Tesla's customer service channels are slow to respond to inquiries or complaints.
• Tesla is now allowing customers to contact executives directly with their issues.
• Customer service will be extremely important as the company rolls out the Model 3, its first mass-market vehicle.

Tesla is doubling down on its customer service efforts as it ramps up production for the new Model 3.

Jon McNeill, Tesla's president of sales and services, said owners can now escalate their problems directly to executives in the Tesla Motors Club forum, Electrek first reported.

McNeill encouraged Tesla owners to still explore traditional customer service or repair channels, but said owners can now use a new Executive Escalation feature through their Tesla account.

Tesla did not immediately respond to Business Insider's request for comment on the new feature.

Some customers have complained that Tesla's sales and service channels are deficient compared to other luxury brands.

Tesla doesn't rely on a dealership network, cutting down on the number of people who can walk a customer through the purchasing process.

Toni Sacconaghi, a Bernstein Research analyst and Model X owner, wrote in a note that this could pose issues with the rollout of Tesla's Model 3, which has a large backorder.

"We believe that any shortfalls in Tesla's customer experience for Model 3 could have a significant impact on its powerful brand, potentially resulting in order cancellations and undermining its high customer satisfaction," the note reads, according to Fortune.

There have also been reports that Tesla is slow to respond to emails or calls regarding service issues.

In November, some Tesla owners told Automotive News that wait times at Tesla's service centers stretched for weeks following the release of the Model X. Alain Cohen, a Tesla owner, sued the company when it allegedly stopped responding to his calls and emails about repairs for his vehicle.

Tesla's website currently lists 72 service centers in the United States. It had 130 service vans to assist with repairs as of early July.

Tesla is making moves to address customer service complaints. In addition to the new Executive Escalation feature, Tesla said in July it will roll out 350 additional service vans and 100 new service centers.

Ensuring customer service goes smoothly will be important as customers face long wait times and a complicated delivery plan for the Model 3.

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