I was re-reading an article in Automotive News  written by Diana T. Kurylko about how luxury brands are stepping up their customer service with new perks and staff training.

What was interesting is that finally some brands were looking to emulate the same high-touch customer service philosophy as other industries. Businesses are recognizing that the experience of how you interact with the customer is now even more important than ever before.

Peter Miles, vice president of operations for BMW of North America said, “With any premium product, the experience the consumer has, whether they are learning about it or testing it, has to match the product.”

Many of you who follow my articles or have heard me speak over the last two years have heard this message over and over. I worked for over 15 years in the hospitality industry and I preached to automotive dealers that price is not the only thing people were basing decisions on.

If experience was not important and price ruled the day, then why is there a line at Starbucks? Why do we spend countless dollars on Apple products if we did not want to be associated with a brand that delivered excellence in customer service and experience? I am sure all of you can list multiple other brands associated with high-end customer service.

I could not agree more with Mr. Miles and I applaud these top luxury brands for excelling but my challenge is to all brands. Does this mean if your product is not considered “luxury” that you cannot or should not deliver and excellent experience to your customers? I say no.

Every brand should be finding ways to differentiate themselves in their market place. When I speak to automotive dealers I am telling them to look at other industries for examples of how to deliver great customer service. Too often they look only at their competitors for ideas and that becomes very insular.

Take this quick test.

Think of a time when you had great service or a great experience. Maybe a meal at a restaurant, a vacation at a hotel, a website you visited. List the things they DID that caused you to have this reaction. Look them over and see if there is anything you can implement at your place of business.

For example: Maybe they remembered when you last visited them when you checked in, or remembered a preference you had for seating. Could your employees find a way to remember a preference that your customer expressed in previous visits? How do you think they would feel if you reminded them of it before they did?

At the same time, think of a time when you had a bad experience. What did they DO to cause this reaction? Maybe the website loaded slowly or when you clicked on an ad it took you to the wrong page and you became frustrated. How can you make sure this does not happen to your customers? When was the last time you visited your website and went through it as a customer would?

Customer service is trickle down. What I mean is top brands giving excellent service trickles down to all brands and your customers are expecting excellence for their hard earned dollars.

I applaud those luxury car brands but let’s make sure all brands are focused on the same thing.

I was re-reading an article in Automotive News  written by Diana T. Kurylko about how luxury brands are stepping up their customer service with new perks and staff training.

What was interesting is that finally some brands were looking to emulate the same high-touch customer service philosophy as other industries. Businesses are recognizing that the experience of how you interact with the customer is now even more important than ever before.

Peter Miles, vice president of operations for BMW of North America said, “With any premium product, the experience the consumer has, whether they are learning about it or testing it, has to match the product.”

Many of you who follow my articles or have heard me speak over the last two years have heard this message over and over. I worked for over 15 years in the hospitality industry and I preached to automotive dealers that price is not the only thing people were basing decisions on.

If experience was not important and price ruled the day, then why is there a line at Starbucks? Why do we spend countless dollars on Apple products if we did not want to be associated with a brand that delivered excellence in customer service and experience? I am sure all of you can list multiple other brands associated with high-end customer service.

I could not agree more with Mr. Miles and I applaud these top luxury brands for excelling but my challenge is to all brands. Does this mean if your product is not considered “luxury” that you cannot or should not deliver and excellent experience to your customers? I say no.

Every brand should be finding ways to differentiate themselves in their market place. When I speak to automotive dealers I am telling them to look at other industries for examples of how to deliver great customer service. Too often they look only at their competitors for ideas and that becomes very insular.

Take this quick test.

Think of a time when you had great service or a great experience. Maybe a meal at a restaurant, a vacation at a hotel, a website you visited. List the things they DID that caused you to have this reaction. Look them over and see if there is anything you can implement at your place of business.

For example: Maybe they remembered when you last visited them when you checked in, or remembered a preference you had for seating. Could your employees find a way to remember a preference that your customer expressed in previous visits? How do you think they would feel if you reminded them of it before they did?

At the same time, think of a time when you had a bad experience. What did they DO to cause this reaction? Maybe the website loaded slowly or when you clicked on an ad it took you to the wrong page and you became frustrated. How can you make sure this does not happen to your customers? When was the last time you visited your website and went through it as a customer would?

Customer service is trickle down. What I mean is top brands giving excellent service trickles down to all brands and your customers are expecting excellence for their hard earned dollars.

I applaud those luxury car brands but let’s make sure all brands are focused on the same thing.

Are you launching a new product or service at NADA? 

The PCG Consulting "Spotlight Awards" recognize the top 5 most innovative products and services being launched at NADA 2013. These awards reward forward thinking vendors who continue to raise the bar in automotive digital marketing. The top product or service will be crowned with the prestigious "Best In Show" award. 

While all vendors will be considered, those who fill out an early application are guaranteed to have their product or service reviewed by a member of the PCG team at NADA 2013. All submissions are confidential and no private information will be leaked prior to the show. 

Companies that are releasing new products at NADA, should schedule a visit to your booth using this link:  2013 Spotlight Awards 

Winners will be announced on ADM on March 1, 2013 and the awards will be presented to each winning company in March. 

2012 Spotlight Award Winners

• Dealer.com, Display Advertising Platform (Best In Show)
• Dominion Dealer Solutions, Be Back Mobile App
• ADP/Cobalt, Flex Website Technology
• Phone Ninjas, PSI Coaching System
• AutoAccelerator, Mobile CRM for iOS

Are you launching a new product or service at NADA? 

The PCG Consulting "Spotlight Awards" recognize the top 5 most innovative products and services being launched at NADA 2013. These awards reward forward thinking vendors who continue to raise the bar in automotive digital marketing. The top product or service will be crowned with the prestigious "Best In Show" award. 

While all vendors will be considered, those who fill out an early application are guaranteed to have their product or service reviewed by a member of the PCG team at NADA 2013. All submissions are confidential and no private information will be leaked prior to the show. 

Companies that are releasing new products at NADA, should schedule a visit to your booth using this link:  2013 Spotlight Awards 

Winners will be announced on ADM on March 1, 2013 and the awards will be presented to each winning company in March. 

2012 Spotlight Award Winners

• Dealer.com, Display Advertising Platform (Best In Show)
• Dominion Dealer Solutions, Be Back Mobile App
• ADP/Cobalt, Flex Website Technology
• Phone Ninjas, PSI Coaching System
• AutoAccelerator, Mobile CRM for iOS