Carle Ford in Gatineau, Que., store became a CADA Laureate by responding to changing consumer habits.
A family-owned Ford dealership in Quebec doubled its sales volume and net profits over several years by systematically investing in infrastructure and processes to improve the customer experience.
“Thanks to the example of [my father’s] diligent work, he left us with a healthy business ready to prosper,” said Carle. “He was for us a model and a driving force for our creativity.” The dealership expanded its service facility, increasing the number of technicians to 30 from 12, Carle said. A digital database was added, enabling the dealership to communicate with customers by short message service notifications, schedule appointment follow-ups and ensure uniformity in prices charged for services.
“We don’t build spacecraft; we sell cars,” he said. Dominic Sigouin, president of Noahvik Consultants near Montreal, said Carle recognizes the need to concentrate on the basics, listening to both customers and employees and responding to their feedback. The third principle is to apply discipline to achieve a consistently smooth operation with the least possible guidance from senior managers. Results are better when employees are allowed to make their own decisions, Carle said.The first three principles all lead to the fourth, Carle said: “a beautiful, fluid structure” with colleagues who have satisfaction at the heart of the customer journey.
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