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Ridgeway Oxford Audi: keeping the focus on people, not technology

The impact on staff

A challenge that no amount of customer-facing technology can tackle, but can fundamentally impact on customer satisfaction is staff attitudes. Matschy said there had been challenges in moving from Kidlington to a bigger space, where it’s less easy to see if people are at their desks and available. Having more staff (65 now) means a need for more robust processes to ensure every customer commitment is fulfilled.

“There are a lot more people involved in the chain; we have to be far more robust with our process, for example on the service side with pre-calls, the meet and greet.” Shortfalls in performance are addressed through additional, regular reviews, beyond what was required at Kidlington.

The move has meant the business is further away for some customers, too far in fact, so the 12 additional staff at Audi Oxford includes two additional drivers.

Lots of staff asked if the move would see opening times change, but he sees no reason to change from the traditional 8am-6 or 7pm, Saturdays until 5pm, Sunday 6pm. “Once we’re working at capacity and lead times start to lengthen, then I would look at changes.”

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