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Transforming Service into a Brand Experience

This Service Experience program aimed to help dealerships align their service processes with the unique identity of a British automotive brand. By developing a step-by-step service guide and training field leaders to implement branded customer interactions, the program significantly enhanced the service experience, contributing to a major improvement in customer satisfaction rankings.

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Branding Service Processes

The Service Experience project aimed to align dealership service processes with the unique identity of the brand. The initiative focused on developing a structured in-dealership process, defining what makes service interactions reflect the brand’s personality, and providing field support and training for dealership teams. A key component was the creation of a step-by-step service guide that helped dealers infuse the brand’s playful and personal character into each stage of the customer journey, from arrival to re-delivery. By empowering Field Leaders to implement these strategies across 70 dealerships, the program contributed to a significant improvement in customer satisfaction, reflected in the brand’s jump from 32nd to 9th place in J.D. Power & Associates’ CSI rankings.

Challenge

Help the service department of a new premium brand to create a service experience for customers that was consistent with the OEMs brand

Components

  • In-dealership process Initiative
  • Strategy and planning to define what makes a process branded
  • Development of an in-dealership collaboration process and tools
  • Action plan and monitoring, tailored to individual dealer situation
  • Field training and support

Result

Contributed to improved customer experience, supporting 32nd to 9th place jump in J.D. Power & Associates CSI ranking

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