Automotive News Canada - February 2024 - 9

* FEBRUARY 2024
9
For top-tier retailers, 'Power' is knowledge
Mercedes-Benz
stores address
customer pain points
with the help of
J.D. Power review
By DOUG FIRBY
CALGARY CORRESPONDENT
TWO LUXURY-BRAND
dealerships in British Columbia
learned what they're doing right
and what needs improvement
after completing J.D. Power's
Canadian Dealer of Excellence
evaluation, and have spun those
learnings into their
marketing efforts.
MercedesBenz
Richmond
and Vancouver's
Mercedes-Benz
Boundary were
determine how well
a retailer is meeting
best practices, said
Gregg London, J.D.
Power's Dealer of
Excellence ambassador.
About
20 more
dealerships are to
be reviewed in the
spring, he said.
Arthur Liu, general
manager of MercedesBenz
Richmond, said
the dealership applied
to the program to see
whether its practices
are up to snuff and
found that staff were
BEST PRACTICES
SPOTLIGHT
among nine retailers to receive
the certification after a rigorous
review by the program, which
has been operating in the United
States for several years and
came to Canada in 2022.
In the year since the vehicle
and service rating company
has been measuring the performance
of dealerships in Canada,
its Customer Service Indexes
have become popular ways to
Liu: Evaluation of
Mercedes-Benz
Richmond " was a
great experience,
a learning
experience. "
SUPPLIED PHOTO
doing most things
well.
" It was the first
time for us, " Liu
said. " I had no idea
what was going to
happen. Thank God
we didn't screw that up. "
Still, the evaluator had several
suggestions to improve sales
conversations. For example, the
evaluator recommended changing
the word " reserve " for a
vehicle posted online to " buy "
because it creates a more solid
commitment.
At Mercedes-Benz Boundary,
General Manager Binny Onqa
said the evaluation reinforced
Trim: 10.875 " x 7.375 "
Bleed: 0.125
Notes:
the need for a seamless
transition from
online inquiry to showroom
visit. While J.D.
Power's best practices
were similar
to what the dealership
was doing, Onqa
said, " There was some
fine-tuning that needed
to be done. "
IT TAKES A TEAM
When he became
general manager two
years ago, Onqa said
there were " struggles "
with customer satisfaction,
especially on the
service side. He focused on giving
staff a clearer sense of purpose
in their jobs.
" It takes a whole team to
make it happen, " he said.
One of the key lessons from
the J.D. Power evaluation was to
respond to online reviews much
more quickly. " Our reputation
is pretty dependent on Google, "
Onqa said.
Creative & Production Services, 100 Yonge St., 5th
File: 3267755 Scotia Scene Automotive PRINT_E Jan11
Colours: CMYK
Safety: N/A
To prequalify for a J.D. Power
review, dealerships must submit
data from automaker customer-satisfaction
surveys, London
said. Dealerships are not
charged for the evaluation.
" All dealers must verify
top-tier performance compared
Floor, Toronto ON, M5C 2W1
to their brand/region/district
average as part of the application, "
London said.
On average, J.D. Power's
Dealer of Excellence certification
is limited to the top 20 per
cent of sales satisfaction among
dealers nationally.
Dealerships are then evaluated
on 11 criteria that form
a checklist of best practices:
Internet inventory and pricing,
professional customer communications,
pricing transparency,
online-to-showroom transition,
fair trade-in value, open negotiation,
used-vehicle integrity,
finance and insurance products,
concern resolution process, digital
retailing and a process to
ensure customer familiarity
with vehicle features and controls.
Dealerships
must meet a minimum
of nine of the 11 criteria.
Those that don't pass are
allowed to reapply six months
later.
MYSTERY SHOPPER
Workfront #: 3267755
Deadline: Dec, 2023
In Market: Dec, 2023
J.D. Power uses an online
mystery shopper to determine
how quickly dealership staff
respond to an Internet inquiry
and manage a typical sales
transaction.
Designer: TR Prod: CL
SEE J.D. POWER PAGE 23
Onqa: The J.D. Power review
emphasized the importance
of a smooth transition to the
showroom from online and
responding quickly to online
reviews of Mercedes-Benz
Boundary in Vancouver.
SUPPLIED PHOTO
AUTO DEALERS, GET READY TO
REV UP YOUR REWARDS.
The new Scotia Dealer Rewards program now offers Scene+™ points,
which can be redeemed for travel, movies, groceries and more.
Contact your local sales rep to learn more.
® Registered trademark of The Bank of Nova Scotia.
™Scene+ and the Icon Design are trademarks of Scene Plus IP Corporation, used under license.
https://www.scotiabank.com/ca/en/commercial-banking/industries/automotive/scotiadealerrewards.html?cid=S1eWCCOVE1254-003

Automotive News Canada - February 2024

Table of Contents for the Digital Edition of Automotive News Canada - February 2024

Automotive News Canada - February 2024 - Intro
Automotive News Canada - February 2024 - CT1
Automotive News Canada - February 2024 - CT2
Automotive News Canada - February 2024 - 1
Automotive News Canada - February 2024 - 2
Automotive News Canada - February 2024 - 3
Automotive News Canada - February 2024 - 4
Automotive News Canada - February 2024 - 5
Automotive News Canada - February 2024 - 6
Automotive News Canada - February 2024 - 7
Automotive News Canada - February 2024 - 8
Automotive News Canada - February 2024 - 9
Automotive News Canada - February 2024 - 10
Automotive News Canada - February 2024 - 11
Automotive News Canada - February 2024 - 12
Automotive News Canada - February 2024 - 13
Automotive News Canada - February 2024 - 14
Automotive News Canada - February 2024 - 15
Automotive News Canada - February 2024 - 16
Automotive News Canada - February 2024 - 17
Automotive News Canada - February 2024 - 18
Automotive News Canada - February 2024 - 19
Automotive News Canada - February 2024 - 20
Automotive News Canada - February 2024 - 21
Automotive News Canada - February 2024 - 22
Automotive News Canada - February 2024 - 23
Automotive News Canada - February 2024 - 24
Automotive News Canada - February 2024 - 25
Automotive News Canada - February 2024 - 26
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