Lexus Explains How Two New Store Positions Are Targeting Better Customer Service

Lexus contends it is “raising the bar again” in regard to customer service by partnering with its franchised dealers to create two new certified store positions.

Announced Thursday, Lexus explained the vehicle delivery specialist (VDS) will introduce customers to their new units and review the features of each model.

Meanwhile, the brand highlighted the vehicle technology specialist (VTS) will serve as a resource for customers who have any questions about how to use the advanced functions of their vehicle, including the new Lexus Enform telematics system. 

Lexus group vice president Mark Templin reiterated that when the nameplate was established 23 years ago, it was dedicated to providing the best customer service experience in the industry. Templin stressed Lexus’ commitment to that goal is reflected in its top position in the J.D. Power and Associates Customer Satisfaction Index for 15 years, including the past four in a row.

The Lexus boss thinks these new dealership staff members can keep Lexus at its current customer service perch.

“With the advent of more technology in luxury cars, customers often have questions about their navigation system, establishing a Bluetooth connection for their phone or managing other telematics systems,” Templin explained.

“While we’re happy to answer their calls, we think it will be much more beneficial to have experts at our dealerships who can establish and maintain relationships with customers to answer any questions about their cars,” he continued.

With the launch of the new 2013 GS, brand executives said training for the VDS and VTS positions is now taking place across the country.

To emphasize the importance of these customer-facing positions, Lexus noted it is applying the philosophy of “takumi,” or master craftsman, to their jobs. Dealership associates are trained to treat customer service as a craft and are given advanced tools to help them go the extra mile with customers.

Lexus pointed out much of the training for the dealership associates is accessed through interactive iPad apps. The product information apps, including one specifically for the GS and also for Lexus Enform, include training exercises and are available for customers to download. Or, if a customer prefers, the individual can use iPad features like Facetime to contact their dealership and receive a remote personal tutorial in their vehicle. 

“Lexus customers are becoming more and more technologically savvy, and we want our dealership associates to be able to communicate effectively with them throughout the sales, delivery and ownership process,” shared Vince Salisbury, Lexus College dealer training manager.

“Customers can access the information on their own, come in to the dealership or contact their dealership via phone, e-mail or iPad to get the answers they need,” Salisbury added. “The idea is to give them what they want, when they want it and how they want it.” 

In addition to providing technical training, Lexus mentioned it is training dealership associates to recognize verbal and nonverbal feedback to customize each customer’s experience.

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Beggs Explains Why Average Units Are Triggering More Adjustments Than Clean Models

Instead of A Tale of Two Cities, Ricky Beggs and the Black Book team spotted “a tale of two markets,” when analyzing the current wholesale market, especially when it comes to the trends for average and clean vehicles.

In his most recent edition of “Beggs on the Used Car Market,” the Black Book managing editor acknowledged that when he gathered market activity and results for the last week it “was almost like two different markets.

“Many times when we say this, we are referencing the different trending between the cars and trucks or between small cars and big trucks,” Beggs explained. “But this past week the differences were noticed between the clean condition vehicles and the average condition units.”

Black Book discovered there were more average condition vehicles adjusted than clean within its daily adjustments. Specifically, editors modified 1,821 average units per day, compared to 1,454 clean units.

Editors also determined average condition unit adjustments resulted in more increases than clean models to the tune of 52 percent to 41 percent, respectively.

Furthermore, Black Book indicated the overall price change for clean condition vehicles was a decline of $31, while average models slipped by just $17.

“I see this trending where the extra clean car values have been so strong so an upward change was not necessary,” Beggs surmised.

“And along with the push of tax season buyers having to get additional inventory to meet the market demand the top of the line car was also in demand,” he added.

Overall, Black Book ended up with five of the 24 total vehicle segments increasing in price for the week. Another change in the trending patterns was with more car segments increasing than trucks.

Editors found entry level cars increased by $28, while compact cars increased by $7. Entry midsize cars climbed by $4.

They also mentioned trucks were positively led by midsize pickup trucks rising most at $39, with compact SUVs posting a solid $22 increase.

Changing gears, Beggs recapped how much he and other members of the Black Book team have been on the road recently.

“Over the past couple of weeks we have been around new and used car dealers at the NADA Convention and Expo in Las Vegas, and then a large group of motorcycle and powersports dealers at the Dealer Expo in Indianapolis,” Beggs shared.

“From within both industries it is very obvious about the enthusiasm toward the state of the market and how the dealers see the opportunities that are in front of them heading into the heart of 2012,” he continued.

“The dealers at both conventions were looking for the top tools to help them grow their business,” he added.

Beggs highlighted Black Book’s new Android app aimed to complement the previously released iPhone app that can provide most current and accurate motorcycle values.

“There were also many longtime auto market dealers at the Dealer Expo who were glad to now have a solid motorcycle app,” he interjected.

“Even though Scott Yarbrough and I were in Indy, the other Black Book editors were still covering the market for cars and the medium and heavy-duty trucks, as well as getting a close look at a couple of majorly updated 2013 new models that will soon be released for consumer purchase,” Beggs went on to say.

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