MERCEDES DEALER MAKES A DIFFERENCE TO ITS CUSTOMERS - AGAIN!
A FAMILY-owned luxury car dealership proves it can make a difference after being voted the best in the country for looking after its customers for the second year running.
The Drayton Group picked up the trophy at the recent Mercedes-Benz national dealer conference in Birmingham after a near perfect performance. All dealers in the network are assessed in a number of categories but Drayton picked up the one that it says matters the most.
Rob Dawson, general manager of Mercedes-Benz of Stoke, part of the seven-site Drayton Mercedes business, says: "This is the one that everyone wants to win. We can all sell cars and parts but being the best in the customer satisfaction index is the most important.''
Mercedes can write to any customer who buys a new or used car, who pays for a service or spare part at one of its dealerships.
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Rob says: "Anyone who buys anything from us can be asked by M-B UK to give their opinion of how they were treated and we have absolutely no control in the matter.
"I am delighted to say that overall we scored 94.4 per cent in the index. I think this is a credit to everyone who works here, not just because we came top this time but because we have won it for the second year running which shows that we consistently deliver the best service.''
Rob says the dealership's success is based on the long established policy called the Drayton Difference, a six-point policy that says it is committed to customer service, has a friendly professionalism, that all the staff can sort out a problem a customer may have, that customers can talk to any employee. that there is respect for customers and colleagues within the business and that the company is constantly looking to improve.
Rob adds: "We absolutely believe in the Drayton Difference. It is a culture that everyone here has to have and I am convinced it pays dividends in sales and customer retention. If it means spending more time with a customer than they would receive in other dealerships then that is what we do and do it gladly. We listen to our customers and learn as much as possible about their needs and wants so they end up with the car they want.
"I always say that when someone buys something from Drayton it is the start of a long-term relationship, not a one-off event.''
Last year Mercedes-Benz had its best ever year in the UK, selling more than 90,000 cars to take a 4.5 per cent market share and becoming the fastest growing premium brand with ten per cent year-on-year growth, the second year running that Mercedes has seen double digit growth.
The C-Class coupe, the SLK, E-Class Cabriolet, CLS-Class coupe and the S-Class each topped their respective market segments.