“A Family Culture”
Author: Mike Edwards, Chief Sales and Marketing Officer
Walking in the Shoes of Customers’ (WITSOC) (WITSOC) is a term I have heard many times in business, is a term I have heard many times in business, and it is one that I am happy is deep-rooted in the and it is one that I am happy is deep-rooted in the AutoProtect Group culture. It is all about seeing every AutoProtect Group culture. It is all about seeing every engagement with a customer from their perspective, engagement with a customer from their perspective, including marketing, purchase, service delivery, including marketing, purchase, service delivery, aftersales, problem-solving and more. It’s evident that aftersales, problem-solving and more. It’s evident that this is what is happening at Romford Mazda too. this is what is happening at Romford Mazda too.
What I admire about Amarjit Shokar’s ethos is his What I admire about Amarjit Shokar’s ethos is his laser focus on treating people as family. It is elegantly laser focus on treating people as family. It is elegantly simple and meaningful. He also highlights the value simple and meaningful. He also highlights the value that his business’ ethos delivers to customers. The that his business’ ethos delivers to customers. The retention/lifetime value he references is perfect. retention/lifetime value he references is perfect.
Although regulation such as the Consumer Although regulation such as the Consumer Duty can help speed up adoption of the WITSOC Duty can help speed up adoption of the WITSOC concept, it is about more than that. It is about concept, it is about more than that. It is about an organisation’s culture and purpose. However, an organisation’s culture and purpose. However, there is no single solution, and interpretation needs there is no single solution, and interpretation needs to evolve constantly. Over recent years, increased to evolve constantly. Over recent years, increased uptake of digital tools has required the delivery of this uptake of digital tools has required the delivery of this customer-centric ethos to adapt to online activity, but customer-centric ethos to adapt to online activity, but we must appreciate that while some people love self-we must appreciate that while some people love selfserve, others are less enthralled. serve, others are less enthralled.
Too often in business, we can become obsessed Too often in business, we can become obsessed with removing costs to facilitate a lower price for the with removing costs to facilitate a lower price for the customer. The reality is that there can only ever be customer. The reality is that there can only ever be one lowest-cost provider. For any business that does one lowest-cost provider. For any business that does not have the lowest cost base in its sector, trying to not have the lowest cost base in its sector, trying to compete on price alone is about margin erosion. compete on price alone is about margin erosion.
Here, Amarjit’s success reminds us that not Here, Amarjit’s success reminds us that not everyone wants the lowest price, but many want everyone wants the lowest price, but many want the best service. At AutoProtect Group, over ten the best service. At AutoProtect Group, over ten thousand people have volunteered an overall thousand people have volunteered an overall assessment of 4.6/5 stars on Trustpilot. We are very assessment of 4.6/5 stars on Trustpilot. We are very proud of this market-leading performance. For our proud of this market-leading performance. For our customers and dealers, our Trustpilot rating says we customers and dealers, our Trustpilot rating says we are trusted to deliver a premium service they can rely are trusted to deliver a premium service they can rely upon. upon.
The same ethos is working for Romford Mazda. The same ethos is working for Romford Mazda. With little to choose between products across the With little to choose between products across the motor industry, it is our brands and the brand motor industry, it is our brands and the brand reputation created by great service that drives reputation created by great service that drives sustainable success.
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