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Anne Fleming

Anne Fleming President & Car Buying Advocate

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Putting Consumer-Centric Value at the Heart of Customer Service: Are other car companies watching the leadership role of LEXUS?

It’s not an accident that great sports teams are ‘great teams’. They are consistent in their play and standings year after year. Take for example, the New England Patriots, the New York Yankees, or even the Dallas Mavs.

It’s not an accident either that great companies are ‘great companies’. They too are consistent in their product and performance year after year. In this case, let’s look at Apple, PepsiCo, or Starbucks.

These companies, teams and brands are always looking for “what is missing”? They are not looking for “what is wrong”, but rather, what is missing that if it were there ‘it’ would make a qualified or quantified difference.

Incidentally, these leadership companies have leadership visionaries working there, who are constantly on the lookout for variables, technologies, processes and solutions what will make a difference in elevating customer value.

Late last week, Lexus announced it will be introducing two new posts at the dealership level. A Vehicle Delivery Specialist, or VDS, will be responsible for reviewing the features of the car with the new owner. The second key position is the Vehicle Technology Specialist, or VTS, who will be charged with articulating and showcasing the technologies of the vehicle to the rightful owner. The VTS will be available to answer questions and review in a hands-on manner how the latest technology works. For many Lexus customers, including women, the VTS will prove to be a problem-solver and a difference maker, improving customer’s use and understanding of the advanced technologies. Having test driven Lexus products with Enform – see HER & HIS Lexus ES 350 review - this new system, with an array of services, is extraordinary.

Bravo to Lexus for advocating and placing these change agents at the dealership level. Ford and other car companies have already taken notice, as the user advanced technology platforms in cars today really does require more than a ‘once over’ and a sales associate’s reference to the owner’s manual. Lexus customers will be on a first name basis with their VTS.

Lexus, a leader in customer engagement and satisfaction, has had top spots for years as measured by JD Powers and Associates. Lexus also is a top scorer with a growing segment of their buyers, specifically looking at satisfaction from women buyers.

Women-Drivers.com assists dealers in building trust and transparency with female customers by growing dealerships social communities and elevating conversion rates from women.. Women also rate their experience at dealerships in the United States and the company tracks these scores through the Women Satisfaction Index® or WSI metric. Lexus has received the third top billing two years in a row* with scores of 4.83/5.00 in 2011 and 4.37/5.00 in 2010. These results exemplify Lexus’ consistent high scores from women who were very satisfied with the engagement and treatment by the sales person, and their overall dealership experience.

Look for even better WSI scores from Lexus in 2012, and, from other brands that take a page out of the Lexus playbook!

*The company launched in 2009 and began tracking WSI score by brand the following year.

Anne Fleming
Indeed. this company exceeds in many areas, including parts - and, service.

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