6: A helping hand

Macrae and Dick Jaguar Land Rover service manager, David MacDonald, won a Land Rover award in recognition of his exceptional customer service when he went out of his way on his day off to help a stranded customer.

He was out travelling through Nairn with his wife when he spotted a customer’s new Range Rover stopped on the other side of the road with the hazard lights on and the customer in the car.

MacDonald went to see if he could assist. Fortunately, there was nothing wrong with the car – the customer’s husband had left the car to go somewhere else, but had taken the smart key with him so when his wife switched the car off, it wouldn’t start again. The customer was waiting for her husband to return and MacDonald thought it best to wait to ensure all was well.

The customer called into the company’s head of business to express his appreciation saying that MacDonald was a ‘superstar’ and a real credit to both Macrae and Dick and Land Rover.

These actions cost the business nothing and generated positive word of mouth. Senior marketing executive Jennifer Macdonald-Nethercott said: “Perhaps as a company we don’t capitalise on the PR element enough. However, that doesn’t stop us going out of our way to assist customers when they need us the most.”

>> 7: Specialist advice