How to Determine What Matters to Your Customers

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Park Place Lexus
How to Determine What Matters to Your Customers
Troy Tucker New Car Sales Manager, Lexus Plano
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At a Glance Park Place Lexus

• Luxury Car Dealership founded in 1991
• Second Location added in 1999
• Corporate provides HR, IT, Marketing, Planning
  and Leadership, and Organizational Excellence
  support

• Plano Opened with 36 Members and now has 246
  Members

• Grapevine Opened with 70 Members and now has 159
  Members

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What We Do

• New Lexus Sales
• Pre-Owned Certified/Non-Certified Lexus Sales
• Automotive Service, Maintenance
• Parts Sales (Retail and Wholesale)

• Finance
• Leasing

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Providing Direction
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Strategic Planning Process
We always start here..

• Client inputs
• Member inputs
• Competitive Info
• Market analysis
• Operational capabilities
• Operational opportunities

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Customer Need Determination
yes
no
Listening and Learning Process
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• CRM
• BDC
• Website Feedback
• Lexus Research
• Follow Up Calls
• Client Surveys

Customer Need Determination

• Member Contact
• Focus Groups
• Fireside Chat
• Concerns
• Suggestion Boxes
• Bulletin Boards

Review Efficiency and Improve
Listening and Learning
Provide Feedback Access Points
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Client Concern Resolution
No
Yes
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Follow-up with Clients
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Customer Need Determination
yes
no
Listening and Learning
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Example Using Action to Achieve Client Goals
Corporate StrategyRedefine The Client Experience
Lexus ActionLeaders required to identify
Client Touch Points
SALES
PARTS
SERVICE
Position specific action plans to improve the
Client Experience
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What are our Client Contact Access Points?

• Phone, e-mail, in-person
• Access Methods

Method of Access
Method of Access
Seek Information
Express Concerns
Internet web site
Focus Groups
Marketing materials and Advertisements
CCR process
CSI survey
Client Visit (Shopping)
Suggestion boxes
Phone or email requests
Responses to client follow-up
Conduct Business
Internet web site e-bay store
Sales/Service rep direct contact
Client Care Reps
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Customer Need Determination
yes
no
Listening and Learning
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Process Management Process
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D.R.I.V.E. Process Improvement Process
I
V
R
E
D
Recognizethe Cause
VerifyActions
Define the Problem
Identify the Solution
Evaluate the Results
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Customer Need Determination
yes
no
Listening and Learning
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What Matters Most Excellence Standards
Excellence Standards for Every Position
Answer phone in three rings
Client email return within 24 hours
In-person contacts greeted at the door
Escort clients to their destination
Valets assist clients to transfer belongings
Cashiers greet clients within 30 seconds
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Deploy the Standards to Members

• Foundations New Member Class
• Formal Training Classes
• OJT Training
• Department Weekly Meetings
• Document Library - Processes

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Improvements to Client Experience
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Improvements to Client Experience
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Improvements to Client Experience
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Improvements to Client Experience
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Customer Need Determination
yes
no
Listening and Learning
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How We Determine Client Satisfaction?

• CCRs

ACTION PLANS TOADDRESS DISSATISFACTION

• CSI Survey

• Suggestion Boxes

• Focus Groups

• Lexus Market Surveys

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Client Concerns
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Client Satisfaction
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Client Satisfaction
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Client Satisfaction
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Client Satisfaction
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Client Satisfaction
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Questions?
How to Determine What Matters to Your Customers
Troy Tucker New Car Sales Manager, Lexus Plano
For a soft copy of this presentation, please
visit www.parkplacetexas.com/baldrige/downloads