3: Birthday cakes
Lookers and its 125-dealer network takes pride in a personalised experience and even recognises the achievements of its employees across the UK and Northern Ireland with its annual Lookers Guild of Excellence Awards.
One example of greatness from its staff was a salesman from Charles Hurst Renault Newtownards. Peter Waddell was in the process of selling a car to a customer and had recognised that the customer was to be alone on his birthday for the first time, following the recent death of his wife. With this in mind, Waddell arranged with the customer to collect the car on his birthday, as it would be a treat for him.
Waddell then prepared a special welcome, ensuring he received a warm welcome from the team at the dealership. He even arranged for a surprise birthday cake to be presented to him and ensured the customer didn’t escape without having Happy Birthday sung to him.
Managing director Nigel McMinn said: “The cost to the business was negligible. We don’t make the decisions to do these things based on a cost-benefit analysis and, in truth, any company that does look at it that way is likely to fail.
“You have to have faith in the fact that, customer by customer, if you do things that surprise and delight them, then it will be a benefit to the business.”