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Marshall Motor Group's new five-year plan is all about the customer, says CEO Daksh Gupta

Mercedes-Benz, he said, has it right with a Net Promoter score. This is based on one question: ‘How likely are you to recommend our company/product/service to your friends and colleagues?’ “All the rest of a CSI questionnaire is noise,” Gupta said. “We might not have followed you up within 36 minutes of leaving the showroom or we might not have introduced you to the service department, but overall were you really pleased with the experience?”

To this end, all Marshall staff have been educated on the value of experience and its part in customer retention. Every business has service plan targets; staff pay, including business managers’ from this year, is linked to service plan sales.

Marshall has changed showroom staff’s sale process, taking the traditional 10-step process and changing it in recognition of the internet’s influence.

Gupta says customers are given the opportunity to explain the outcome of their 11 hours of internet research, their car choice, the specification, the colour. Then it is the salesperson’s job to find out what funding options are available based around the traditional elements of their budget, the selling price of the new car and a part-exchange valuation.

“Part of our value is in educating the customer into making sure they can afford a particular vehicle. Equally, we can guide them away from what an internet search led them to, to a vehicle with better spec, but on a low rate-finance deal. Or, a specific example, a base model Mercedes C-Class can have a significantly worse residual value than if you added features such as leather and satellite navigation. With a PCP, a customer can be in a car they didn’t think at the outset they could afford and be in a strong situation financially overall.

“Dealers add the value here.”

 

Three dealer functions the internet can never replace

It is around this point that Gupta believes the franchised dealer model becomes secure, because of what it brings to the deal that the internet will not be able to.

He believes the internet will never be able to give a true value of the part-exchange, will never be able to prompt the emotional response required for a consumer to make a buying decision and cannot provide the process and mechanism to ensure the car is serviced.



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Comments

  • Name Witheld - 14/04/2014 09:00

    Interesting, Daksh Gupta makes no mention of staff retention and satisfaction, having worked for this group I can honestly say that I have never worked in an organisation that has so little regard for employee wellbeing, retention and job satisfaction. Many of the employees I worked with were overworked, underpaid and felt undervalued.

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    • Empolyee - 23/04/2014 20:03

      Avoid Daksh Gupta and MMG at all costs you have been warned!

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  • Anonymous - 15/04/2014 04:28

    The reputation of this dealer group for bad service in the Cambridge area is still as bad as it ever was despite the media spin that comes from the ivory tower. Staff turnover remains high but reality is a long way off for their headline-grabbing CEO.

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  • Anonymous - 15/04/2014 15:12

    It would be interesting to see some facts and figures on staff retention and employee satisfaction, My experience leads me to believe that they would be among the worst in the industry, ** edited for legal reasons **.

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  • Anon - 14/05/2014 19:51

    This is so true the worst company in the motor trade to work for it is a joke. The worst name in the motor trade, pure greed at the top!!!!!

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  • MMG Employee - 22/05/2014 14:57

    I work at MMG and actually the comments by all you anonymous people are not factual. I truly believe it is a great place to work and I have been here 10 years so under the old regime as well as the new. I have a suspicion that the comments below were made by poor performers who couldn't cut it....can't think of any other explanation as staff retention is no worse than any other group. Sour grapes perhaps?

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    • Robert - 03/06/2014 16:28

      @MMG Employee - LOL must be the only one left or you are a family member to survive so long or you are Daksh, or did Daksh write this one him self like he fudges the staff turn over figures every year! Employer of the year nomination for motor trader, you can get any award if you know the right people!

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    • MMG Employee - 27/06/2014 16:38

      @Robert - haha, no not Daksh and not family unfortunately! Just someone who comes to work and enjoys their job, and feels valued doing a good job. I dont see any fudging of figures though. There's a lot of us left that have been here years and years - the loyalty events show that! They are brilliant and we all had a fantastic time. Dont know many other groups that do that sort of thing for their loyal employees - maybe they do - but Marshall do it really well.

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  • Anon - 30/05/2014 20:41

    Employer of the year nomination for motor trader awards is this a joke!!!!

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  • MMG Employee - 01/06/2014 13:12

    No joke....they are a fantastic company to work for and deserve to be nominated and actually deserve to win this award

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  • Anon - 04/06/2014 19:56

    I always remember the meal we would be taken out to before the employee survey was due to be done haha!!!!!

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  • ImnotBatman - 20/04/2015 07:05

    I find these negative remarks rather amusing. Made by weak minded sheep who are all too easily drawn in. I am heading back to Marshalls after spending the last 2 years working for arguably the best company out there. Stratstone. On that note if you really want to know what it's like to work for a group that really "cares" about employee interests then I suggest you email your CV to them

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  • Anon - 09/04/2018 07:27

    I was lured back for a second stint at a Marshall site in Peterborough, and found it had gone from bad to WORSE.......don't even think of going there, long hours, bad wages and rediculous staff retention problems throughout the group. Unhappy grumpy staff everywhere, was glade to 'escape' and will NEVER BE ENTICED BY LIES AND PROMISES TO GO BACK AGAIN, sorry to tell you all this buts it's all true.

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