Ray Chapman Motors

  • The company

    An established family owned and operated car dealership constantly investing in its facilities, systems, training and most importantly its people to continuously provide a first class customer service and keep up to date with customer expectations.

    The business requirement

    Ahead of major refurbishment at its dealership sites senior management had identified a number of small areas of concern, which were contributing towards a drop in customer satisfaction levels at one of its dealership sites. Whitewall Services was asked to reconfirm these areas as well as undertake a review of all customer engagement activity to suggest ways to develop and improve the overall customer experience.

    Action taken

    Whitewall Services produced a Customer Service Enhancement Action Plan setting out activity it would undertake in order to understand the business and the customer service delivery aspects of the business.

    Through a series of on and off site activities, Whitewall Services experienced dealing with the business as a customer would as well as observing, hearing and listening to how the service was presented and delivered.

    One to one discussions were held with all members of staff. Mystery shop videos and telephone conversations were reviewed. Additional time was dedicated working with Sales, After Sales and Dealership Host personnel to reinforce the company’s high standard requirements for customer service delivery. This included reminding personnel on expectations of their roles and responsibilities, dress code, use of body language and tone of voice whilst interacting with customers in person, on the telephone and electronically.

    After Sales and Dealership Host personnel were also coached on engagement, rapport building and attention to delivery detail to help enhance the first and last customer experience impressions.

  • Benefits to company

    • An immediate improvement in personnel behavior was observed
    • Increased customer satisfaction levels at the dealership site
    • Greater levels of customer interaction
    • Improvements identified and implemented to enhance customer experience
    • Motivated staff
    • Positive feel to dealership
  • Here’s what our client had to say


  • It’s very re assuring that a second pair of eyes within the business has confirmed my belief on areas we must improve and that we can attend to them fairly easily.

    Once again thanks Mark for your contribution this far. Everybody seems very open minded and enthusiastic in our approach to improving the customer experience.

    Duncan ChapmanManaging Director

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