A bold call
By Martin Hill, Group Director of Strategic Partnerships
The last year has demonstrated the agility, inherent in motor retailing, at its best. For many, it was about survival, but that takes nothing away from the changes made. Being recognised as the Most Improved Dealership in the Motor Trader Awards against this backdrop is an impressive performance.
It was a bold call by Beechwood MD Rob Wood to reassess the people within the business and make significant changes. Businesses that pride themselves on great service are reliant upon the quality of their people, as a favourite quote observes. ‘Without great employees, you can never have great customer service.’
The right talent is critical to all businesses and at AutoProtect Group, we have been investing in this area with several key appointments designed to enhance our proposition, service, and performance.
The need for energised and inspiring people led by customer service is especially true at a leadership level. Such people set the tone and expectations of the broader team. As a case in point, I note that it is Rob himself who commonly responds to Google reviews. It speaks volumes for the business internally and externally.
Customer service is business-critical, and this includes meeting all of a customer’s needs.
The increase in F&I sales is a great example. In an omnichannel world, personal service, even online, can still shine through. Speed, personality, transparency, and authentic care can and should be brought to life digitally and in the showroom. For me, it is not an either-or situation, building an amazing service-led reputation whatever the channel is a real differentiator. Without it, competitors are only a mouse click away.
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