|Macrae & Dick sales manager Leigh O’Connor with senior marketing executive Jennifer Macdonald-Nethercott, Sophie Raworth, left, and EMaC’s Angela Barrow, right|
As part of a continuous review of its approach to customer service, Macrae & Dick formed a working party made up of service advisers, general managers and support staff from its multi-franchise operation.
It reviewed customer service, group customer satisfaction index (CSI) scores and developed a CSI strategy. This was launched with 10 commitments to customer service, including having parking for every customer, always ensuring they are kept informed of delays, changes and information of interest, and resolving problems at the first attempt every time.
IN CUSTOMER SERVICE
In July, Macrae & Dick introduced its ‘loyalty driver’ programme, asking aftersales customers if they were satisfied with the service they were given. It allows managers to contact a customer within 24 hours of a visit to rectify issues and ensure they remain faithful to the business for service and sales.
Initial results show an increase of 4% in the CSI. Macrae & Dick enjoys an aftersales customer retention rate of 60% for Jaguar customers and 55% for Mazda.
The Jaguar team delivers cars personally, in one instance going as far from Scotland as Epsom. The Mazda team ‘goes the extra mile’ even if it means taking the car on a ferry to the Orkneys or Western Isles. When the distance is excessive, sales or aftersales customers coming to collect a car can have bed and breakfast accommodation arranged.
The CSI scores have contributed to the group being first of all the two brands’ UK dealers judged on customer service.
The achievement for the Jaguar business was exceptional as for six months of last year the team shared premises in Inverness with Land Rover centre staff during site redevelopment. The Mazda team moved in with Ford staff for two months during the opening of a new dealership. CSI scores were unaffected.
The AM Awards’ judges singled out the clear results from deliberate, focused initiatives and noted that Macrae & Dick was competing against the giant Arnold Clark in a number of areas, including ‘motor alleys’, in Scotland, with volume brands.
Highly commended: Romford Mazda
Also shortlisted: Bristol Street Motors (Hyundai)
Previous winners: MRG Volvo (2011); Knights North Staffordshire (2012); Cotswold BMW Cheltenham (2013)
Category sponsiored by EMac