First Stop Dealers Rewarded for Customer Service in 2009

Several First Stop tyre centres have been rewarded with everything from free laptops to a trip to the Ferrari F1 factory as part of group’s business development programme (BDP). First Stop, Bridgestone’s tyre service network, worked with its centres throughout 2009 to monitor standards of service and identify how each one could improve: “We’ve looked at everything from general helpfulness to efficiency in dealing with enquiries to ensure every First Stop member is up to standard and support is offered where required,” company representatives told T&A.

Monitoring typically consisted of monthly mystery phone calls, covering over 30 key performance indicators – from general helpfulness to efficiency in dealing with enquiries. This would be combined with an in-depth mystery shop, where factors such as staff expertise and proficiency were taken into account. Once the results were collated, the top performing centres were rewarded for doing an excellent job for their customers – and the network.

Mark Fereday, retail development manager, commented: “From the second they walk through the door or pick up the phone, we want every customer to be confident they’re dealing with true tyre experts. Our Business Development Programme is crucial in making that happen. And we’ve been amazed at the level of service our centres offer.”

The Elite Programme

A small number of dealers were also selected to take part in the Elite Programme. An even more comprehensive level of monitoring and assessment – including a filmed mystery shop and regular in-depth audits. The rewards for these centres included 42-inch plasma TVs, Palmer Sport Driving Days and for the top five dealers, an all-expenses-paid visit to the Ferrari Formula 1 factory.

Dan Woodward, retail marketing analyst, summed up the success of the Business Development Programme: “The First Stop network has always been a team of committed, professional people. But, by introducing these great incentives, we’ve given them even more reasons to aim higher. And that can only mean an excellent service in every way for all our customers.”

Top 10 Elite Dealers 2009:

1.    Britannia Tyres Ltd, Nuneaton
2.    Britannia Tyres Ltd, Leicester
3.    Britannia Tyres Ltd, Derby
4.    Tanvic Tyre and Service Centres, Melton Mowbray
5.    Tanvic Tyre and Service Centres, Worksop
6.    Tanvic Tyre and Service Centres, Corby
7.    Britannia Tyres Ltd, Bristol
8.    Tanvic Tyre and Service Centres, Lincoln
9.    Britannia Tyres Ltd, Coventry
10.    Tanvic Tyre and Service Centres, Grantham

Top 10 First Stop Dealers for 2009:

1.    Exhaust Tyres & Batteries, Brierley Hill
2.    Exhaust Tyres & Batteries, Evesham
3.    Elite garages, Caterham
4.    Exhaust Tyres & Batteries, Worcester
5.    Exhaust Tyres & Batteries, Tewkesbury
6.    Steve Andrew tyres Ltd, Bodmin
7.    Addison Tyre Ltd, Tipton
8.    Tyres & Exhausts Ltd, Brierley Hill
9.    Airway Tyre & Auto Ltd, Colchester
10.    Shaw Tyre & Exhaust Ltd, Shaw

Depot employees at these centres received prizes including laptop computers and £300 of Argos vouchers.