Wednesday saw the motor industry come together and celebrate at the prestigious 2016 Motor Trader Awards. Hosted by TV personality, Jodie Kidd, London’s Grosvenor hotel became a hub of activity, recognising tremendous achievements within the motor trade.
As the evening progressed, a clear theme of innovation and industry evolution emerged, highlighting a multitude of commendable achievements from small independents right through to large franchise groups.
Revelling in the action, CarShop scooped the Motor Trader Award for Customer Care; a triumph for the retailer and its customers alike. Over the past 3 years CarShop has invested heavily in evolving its proposition to ensure that it delivers on every level for the customer, including both its physical and digital spaces.
Driven by CarShop’s desire to challenge unfair and outdated perceptions of a volume-based used car retailer, significant investment in three key areas has taken place – investment in people, process and technology. Ultimately, a vision was created and executed with a goal of being the ‘best car shop in town’.
CarShop’s ambitious people strategy is at the heart of the change, focusing on getting the right people, in the right place and providing the right motivation to inspire change. It has facilitated improvements in customer care and made the car-buying experience as seamless and stress-free as possible. And it’s not just the retail store side that has seen notable improvements, CarShop’s entire proposition from search and information, to financing and buying, even right through to servicing, has improved.
CarShop’s CEO, Jonathan Dunkley, commented on the award, saying:
“Out of all the awards, this is the one we were really keen to enter. The challenges that come part and parcel of volume-based used car retailing are pretty well-known; in-fact they are a huge driver of the stigma surrounding the industry. But, because we’re all about being the best CarShop in town, we see this as an exciting opportunity to challenge perceptions, re-shape the industry and ensure that the customer always wins.
“The view that customer care is all about complaint handling and CSI is a bit old-hat in reality. In-fact, our efforts have focussed on listening to genuine feedback from colleagues and customers and tackling problems at the root cause; not stopping there, we plan for future trends and have a comprehensive roadmap for the continuous evolution and improvement of our customer strategy. We’re now seeing over 83% of our customers telling us that they were either ‘satisfied’ or ‘extremely satisfied’ with their CarShop experience. And not to overlook our internal customers, we’ve just had our best ever colleague survey customer engagement scores as well. We know that if our colleagues feel engaged and developed that they will do a great job of looking after our customers. The most refreshing change to see come alive is that colleagues focus now goes way beyond customer satisfaction; simply satisfying our customers is not enough, we want to delight every single customer.
“Winning this award is a fantastic achievement and it demonstrates that our customer-centric approach is paying off. The fact that a volume-based used car retailer has pipped the main dealers, who have a long-standing reputation for high levels of service, to the post is an accolade in itself. Five years ago, I can’t imagine a car supermarket being in the running for a customer care award, let alone take the crown. It’s great to see our business, one which is part of an increasingly important sector of the automotive market, being recognised in this way. We recognise that we’re not perfect and there’s a long road of continuous improvement ahead, but we are dedicated to recognising the need for change and adapting to make car buying simple, transparent and, most of all, enjoyable.”
This award is the latest in a string of recent recognitions for the retailer and compliments the Investors in People Silver accreditation, “Best Car Supermarket” at the Car Dealer awards and the “Best Dealer Website” accolade at the AM awards. CarShop is confident that their passionate and agile approach to customer care will see the business continue to deliver significant growth, now and in the future.
- On: 18 July 2016
- By: CarShop
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