10: International rescue
How far would you go to help a friend out? 20 miles? 50?
Marshall Motor Group showed how important its relationship with its customers is when one of them broke down in Switzerland while towing their classic car to Italy. After the Swiss dealer was unable to fix the problem, the group flew him home and repatriated the car, the classic car and the trailer. Once the car was back in the UK, they repaired it and returned it to the customer.
The group’s cost for this gesture was about £1,300. The group’s operations director, Jamie Crowther, said it is all about driving customer retention: “On the assumption that
if we treat the customers well it will engender goodwill and drive customer retention and in turn advocacy and recommendation.”
His assumptions seem to be well-founded – the customer Marshalls rescued has since ordered a new car for himself and for his wife.