HiQ calls TAFF Retailer win its “biggest success” of 2011

Plymouth HiQ franchisee Pilgrim Tyres Ltd claimed the inaugural Tyre Retailer of the Year TAFF Award at this year’s ceremony last week; an achievement the fast fit network is calling its “biggest success story of 2011”. The victory was the result of its performance in an assessment programme including a 30-point mystery telephone call, and a clandestine branch visit designed to observe how the branch operates in real-life conditions. The award was supported by Encircle Marketing. HiQ Plymouth’s franchisee Bob Saunders said: “I am absolutely over the moon. I am delighted to win this award and it is with great thanks to the team I have around me.

“We take pride in the fact that we recognise good customer service and we work hard to ensure our standards are maintained at the highest possible level, every day. To be officially recognised for this is a superb reward.” 

In addition to the victorious Plymouth branch, HiQ was congratulated for having its Crewe and Helston centres shortlisted to win the award. HiQ retail director Peter Tye said: “This is a fantastic achievement for us and one that exemplifies our efforts in raising standards and service throughout the network. We want to change the stereotypical opinion of garages as unwelcoming and untrustworthy and prove that the face of the industry is changing, for the better.

“We invest in our customers so we can provide an uncompromising service that pushes boundaries. We know what customers expect, and we deliver it. High praise must go to the franchise owner Bob Saunders and his team at HiQ Plymouth for this fantastic result. I also want to congratulate Andy Bucknall of HiQ Crewe and Justin Roberton of HiQ Helston who both made the final shortlist.

“We will continue to raise our standards across the network and no doubt, these results will act as a benchmark for uniformity across all our centres.”

Richard Edy, director of the NTDA said: Congratulations to HiQ Plymouth. Above all, HiQ should be congratulated for their unfailing standards in customer care. For HiQ to boast three shortlisted centres is a fantastic achievement and demonstrates all of the hard work the brand has undertaken to create a memorable retail proposition.

“The award was created to underline our message that tyre centres across the UK are doing a great deal to change perceptions about the fast fit industry. For that reason HiQ deserve this recognition. Well done.”

HiQ 150-branch franchise network each commits to a code of conduct. The brand continues to invest in its branches, aiming to create “a compelling retail experience on a par with many high street brands”, as marketing manager Geraldine McGovern told Tyres & Accessories in the July 2011 issue.

Measures taken to achieve the standards shown by its three nominees for the Retailer Award include customer surveys; telephone and video mystery shopping programmes, including weekly telephone call recordings at each centre; the launch of HiQ Academy’s ‘Tyre Expert’ staff training programme; Automotive Technician Accreditation assessments for all of its 700 technicians; and continuing centre refurbishments.

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