He is set to develop the group’s aftersales strategy across its 110 franchised dealerships.
Tonks tells AM: “We have quite a few projects on the go, all of which are very much about improving our customer retention.
“Aftersales customers are usually making a stress purchase, so we want to make sure they have the most enjoyable experience possible from when they walk through the door, while they’re there and until they leave.”
Tonks says the new strategies should start being implemented in the first quarter. He is guarded about exact details of what’s planned but is confident that customers’ needs will be satisfied.
Before taking on his new role, Tonks worked as aftersales director for Inchcape’s Mercedes-Benz and Smart division.
In 2005, Inchcape adopted a meet and greet ‘hostess’ style service across its retail sites, as part of its Insight programme.
The initiative focuses on four key drivers: operational excellence, people development, market growth and customer experience.