For most of us, our satisfaction rating of our dentist is based on whether anything has to be done. There is no greater sense of satisfaction than walking from the dreaded dentist’s chair with the congratulatory words “that is fine, nothing to be done, see you next time”.

In our sector, customer expectations are varied, but on the whole they are rising. We have moved on from the survey 10 years ago that found 72% of women would rather go to the dentist than to a car dealership.

With enhanced brand and product development, customer expectations continue to rise. The challenge comes in matching those expectations. If we are not careful, the manufacturers will raise customer expectations to a point beyond which their dealer network can actually deliver. This will lead to dissatisfaction not only with the retailer, but also with the manufacturer. I am not suggesting manufacturers should lower their standards, but it is difficult for a dealer network to reinvent itself.

Investment in new dealerships may help, but unless there is investment in people, the process will fail. Some manufacturers have started the journey of improving the management within their dealer network with funded scholarships to courses such as Loughborough’s.

It may not be the complete solution, but I have great expectations about the learning that takes place, not necessarily from the faculty, but from each other as they share ideas and best practice.