Front-line instructors of the Jaguar and Land Rover Experience centres play a vital role in myth-busting misconceptions that customers might have about internal combustion vehicles.
Speaking at TREK 2018, Network Training Manager Sarah Batten
explained that in a world where the media are building up negativity
surrounding diesel and combustion engine vehicles, the trust and expertise the
Experience instructors have means they can help their guests cut through the
white noise.
“Our instructors are meeting our customers on a daily basis,”
she adds. “They really are at the sharp end and our guests see them as unbiased
and knowledgeable experts, which means they are in the best position to
reassure them that they have made a great purchase.”
Fundamental to all of the instructors’ training is the Customer
First approach, which means the Jaguar and Land Rover Experience teams not only
consist of the best drivers in their field, but also the best instructors who
are capable of dealing with and keeping guests safe, delivering professional
events and having extensive product knowledge among other key competencies.
David Saunders, Driving Experience General Manager, says
that the instructors are more than some of the best precision drivers but also
being well place to advise potential customers on the range of vehicles Jaguar
Land Rover has, adding:
“There is a whole host of skills our instructors have got to
have, but there will be occasions when our Land Rover Experience guys will have
guests who are potential Jaguar customers, and vice versa, and they will need
to be able to have a conversation about those vehicles.”
David went on to explain that for his Experience teams
across the world an important metric for him is the conversion rate of guests
who go on a Jaguar or Land Rover Experience day into new customers.
“One in 20 customers that come to us will go in and buy a
car directly as a result of taking part in an experience day with us,” he adds.
“If we do that with a current owner and we give them a really good experience
at the right time in their ownership, we are 70 percent more likely to keep
that customer within our brands.”
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