NETE Wins Michelin Accreditation Award

North Eastern Tyres and Exhausts’, North Tyneside branch has received a prestigious Michelin award, as part of the manufacturer’s prestigious accreditation scheme. According to the manufacturer, the standard certifies high quality premises, expert staff and exemplary customer service.

NETE is the first centre in the North of England and one of just sixteen centres to have achieved this level anywhere in the UK. According to the company, the Michelin accreditation programme is designed to raise the standards of the tyre distribution industry in the same way that the famous Michelin Guide has done for restaurants and hotels over the past 100 years.

When Tyres & Accessories exclusively reported on the launch of the Michelin accreditation scheme back in February, programme development manager Jonathan Brett said he expected between 50 and 100 branches to be on board by the end of the first year. As that timeframe draws to a close Mr Brett explained that he is pleased with the programme’s development.

“It has gone really well. There is signage on about 16 depots, but this is fast moving and could change by next week. Fifty more are involved in the accreditation process.” Perhaps the scheme won’t reach the 100-mark that Mr Brett had hoped for this year, but in his words, the introduction of a new scheme was “never going to be a sprint, but a marathon.”

As far as Mr Brett is concerned, the scheme has never been a numbers game, but rather aims to raise standards. That’s why gaining accreditation is no walk in the park. The third party company responsible for ensuring a fair and rigorous auditing programme is reported to have failed a few branches already.
These are said to have failed at different levels.

Three outlets failed the mystery shopper test that forms a part of the accreditation programme. In these cases the branches were given feedback and the opportunity to take remedial action. Three cases failed at the mystery shopping stage whilst two others failed the stringent final audit. These businesses unfortunately have to go back to square one in terms of the application process.

“One of the hardest things we have to do is sit down with successful businesses and tell them they have missed something,” explains Mr Brett. Many branches are said to be grateful that the scheme brings problems to their attention and some have even asked if there is anything else the manufacturer can help them with.

From Michelin’s point of view, NETE’s North Tyneside branch represents what a cutting edge tyre dealership should look like and it even includes an external play area for the children of visiting customers. “You don’t have to be a glass palace, but there is no reason to be dirty or disorganised, with scrap tyres all over the place. Some accredited centres are regular tyre shops but they are all clean and tidy,” explains Jonathan Brett.

The programme development manager sees the accreditation scheme as being particularly valuable for securing sales from female customers. So when mystery shoppers visited NETE and saw that the reception was staffed by two ladies, they certainly approved.

North East Tyre and Exhaust Centre was founded 35 years ago by the Darcy family and there are three generations still working for the business today. The firm has grown steadily to seven branches in the North East and 250 employees. The Newcastle branch has recently benefited from a further substantial investment with a giant new warehouse to improve stock holding to 6,000 tyres and 3,000 exhaust systems to give the customer even better service. NETE prides itself on a one-hour rapid response service to its many commercial vehicle operators.

Set to become an integral part of Michelin’s partnering programme in the future, Michelin’s Accreditation Programme is designed to create a clear level of integrity and trust – the key complaint in many automotive customer services. Likewise the scheme’s unique signage is designed to provide consumers with “the assurance that their purchase enquiry will be treated professionally, by staff who have thorough product knowledge, published pricing information, ample parking and service facilities,” the company explains. No doubt the fact that the scheme also associates accredited centres with one of the world’s most recognised brands is also useful.

Jonathan Brett, says: “Customer expectations of service are rising. A visit to a Michelin Accredited Centre will now be a more rewarding experience with better-trained staff, improved customer facilities and a thoroughly professional service. We have especially recognised that these outlets need to be female friendly as women are a major buying group representing 40 per cent of the UK market – the highest in Europe. Our mystery shopping will ensure these high standards are maintained as the accredited network grows. For the Dealer, higher standards mean more customers and more repeat sales. It all makes very good, modern business practice.”