Where Perfect Customer Service Is In It’s DNA

Where Perfect Customer Service Is In It’s DNA

by Steve Gamel

The ability to provide superior customer service is a critical differentiator in business these days. That’s especially true in the car industry, where dealerships are a dime a dozen and consumers want more than just a good deal on their next dream car. In North Texas, there’s only one dealership that exceeds those expectations every time.

El Dorado Mazda in McKinney has served the local community for more than 25 years and measures everything they do from the customers’ perspective. They actively go beyond what is considered routine, and the payoff has been huge.

“It’s all about the customer here,” said general sales manager Jas Gill. “I know that a lot of places say that, but it really is the way we feel. We want to handle all their needs, no matter how big or small. So, rather than just talk about it all the time, we’ve put it into action and made it part of our fundamentals. That’s the way we feel.”

When Gill visited with Life in Castle Hills magazine, he was almost late because he was busy standing side-by-side with his employees greeting customers in the front lobby. Rather than getting bogged down with staffing, sales, inventory, finance, contracts, and putting out fires, Gill and his staff at El Dorado focus on short wait times, no-pressure sales, no surprises, a neat and clean lobby, a family-focused approach, and happy and knowledgeable employees.

That’s an everyday thing for Gill, who prefers to run his store from the front end rather than from the comfort of his office. He didn’t start by talking about their high-line vehicles, their sales numbers, or touting all the lofty awards El Dorado’s family of dealerships have won. Instead, he took us down the hallway and around a corner to their training room.

In that room on a large dry-erase board was a myriad of standard customer service goals with the phrase, “good service is not a sign of weakness” spelled out in large block writing. And that mantra clearly wasn’t relegated to the customer only. While there is a deliberate focus on maintaining perfect customer service, Gill said making sure his employees are happy ties together everything they are trying
to accomplish.

“The best way we can provide perfect customer service is to keep our employees happy,” Gill said. “I want them to feel like they have the support they need and that they can’t wait to come to work every day. Yes, you have to have people to take care of the customers, but you also have to take care of the salespeople.

Gill added, “Guys like Rusty McDonald, Michael Domenico Jr., Rusty Drake, and Jason Lawing, they all care. We keep an extra manager on every sales desk, we have two receptionists to greet the customers, and we make the best deals.”

Lawing agreed, saying that he’s never been in an environment like El Dorado’s in all his year’s working in the car industry.

“The big thing is that we believe in perfect service for everyone, including employees,” said Lawing, a sales manager at El Dorado’s Chevrolet store on the same property. “If you take care of the employee, then they are going to take care of the customer. It doesn’t feel like work when you walk in the door here. I’ve got employees here who tell me all the time, ‘I’ve never worked so hard in all my life, but I’ve also never had so much fun.’ Everyone wants to be a part of this team.

“[The Mazda store] has found the secret sauce. They’ve got a great crew, and they live and breathe customer service.”

And like we said, the payoff has been huge. El Dorado Mazda is consistently rewarded as a top-performing dealership for its focus and commitment to improving new vehicle sales and the customer experience. This includes meeting rigorous customer satisfaction requirements, sales-loyalty goals, maintaining a quality dealership image, and ensuring the sales and service staff adhere to Mazda training requirements on an on-going basis.

Since 1993, El Dorado Mazda’s goal has been to make the vehicle-buying experience second to none. Some of their newer inventory include the 2018 Mazda CX-3, CX-5, and the MX-5 Miata, and their online showroom gives customers the flexibility to sort model inventory by vehicle trim options, body styles, price, drivetrain, and more.

Their dealership offers a wide variety of new and used cars – they have the largest inventory in North Texas – incentives, service specials, and parts savings.

Which is why at El Dorado Mazda, cutting-edge inventory and perfect customer service is the new standard.

“It’s who we are,” Gill said.

General Motors named Eldorado Chevrolet in McKinney to its exclusive Chevrolet Dealer of the Year list. The program honors 50 Chevrolet dealers from across the country, 10 per region, based on exceptional performance in sales, service and customer satisfaction. Eldorado Chevrolet has now been the recipient of this award for 2 consecutive years.

888.484.0114 | www.eldoradomazda.com | 2150 N. Central Expressway | McKinney, TX 75070

photography by Your Candid Memories (yourcandidmemories.com)

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