The myth-busting skills of the Jaguar and Land Rover Experience teams

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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.”