Jaguar Land Rover dealership lets staff see how luxury is served

Article by Andrew Christian, on May 6, 2014

Most of Jaguar Land Rover’s customers are affluent people with a taste for luxury. However, it would be hard for dealership employees to understand what luxury is to customers if they haven’t seen how it is provided by other service-oriented shops.

That is why Jaguar Land Rover North Scottsdale took customer-facing employees for afternoon tea at the Ritz-Carlton hotel as part of a new training program to help them "experience what our customers are used to," according to Bobby Perich, general manager of the remodeled dealership that sells both Jaguar and Land Rover brands.

He remarked that the dealership's buyers have very high luxury expectations wherever they go -- including high-end restaurants and hotels that his employees can't afford. He said that customers need to get the same, if not a better, level of service when they visit his dealership.

Perich first takes three –to-four employees to lunch at the nearby upscale Capital Grille steakhouse. The group then proceeds to the Ritz-Carlton hotel in Phoenix for an afternoon tea, experiencing high-class china, music and the explanation of the tea.

At both places, staff members explain how they interact with their customers, Perich said. He noted that the training is one of the customer experience programs that Jaguar Land Rover North Scottsdale has instituted since putting both brands into the same dealership in January 2013.

The North Scottsdale dealership has been cited as a prime example of the direction that Jaguar Land Rover North America wants its stores to take. The company is surging its dealers to either buy or sell their franchises and combine Jaguar and Land Rover into one house.

The success of the Jaguar Land Rover North Scottsdale is evidenced by the fact that last year, its sold 39 percent more Jaguars to 136 units and 21 percent more Land Rovers 535 vehicles. It also averages used-car sales of between 60 and 65 units monthly. [source: automotive news - sub. required]

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