BANGKOK, Thailand — Chokechai CCM, a Ford dealer from northern Thailand, has added to its growing trophy cabinet after its sales and service team this week won the Annual Profit Improvement Contest (PIC).
In its third year, the PIC continues to provide a platform for dealership staff to share unique profit improvement strategies that have proved successful for their business.
“Through the PIC, dealer representatives are able to showcase their unique ideas and action plans that have led to profit improvement at their businesses. This year, we continued to see significant progress from the teams, both in terms of truly analytical solutions and their presentations,” said Narong Sritalayon, dealer development director, Ford Thailand.
During the final round of the competition, five teams from Ford dealers nationwide who had earned the best score during the qualifying round by showing the biggest profit improvement compared to the previous year, presented the strategies they had implemented to reduce costs and increase profitability.
The teams were judged based on the effectiveness of their strategies to reduce aging stock while increasing profits for sales and the parts and services department.
Chokechai CCM took top prize at this year’s PIC after their sales team successfully used a tracking board to follow up with prospective customers, organised a weekly meeting and training among the team, offered interesting campaigns to customers, and provided impressive experiences that keep existing customers coming back to the showroom when they want to buy a new vehicle.
The professionalism of the dealer’s service team was another key to their success, led by their skilful technicians known for their ability to quickly identify and efficiently fix problems.
“We put a strong focus on training our staff to provide services that are efficient and honest,” said Akkarat Dachanuraknukul, general manager, Chokechai CCM.
“Our service manager always shares his experiences with the team and continually looks for ways to improve. This has helped our team’s understanding and performance and certainly helped us win the Technician Skills Contest for two consecutive years,” he added.
Chokechai also received the highest national score from the Customer Viewpoint survey (CVP) conducted earlier this year.
The teamwork and collaboration that contributed to Chokechai CCM’s success are in line with Ford’s dealer development plan, which aims to share the knowledge and best practices from the contest to the whole dealer network.
“The learning and best practices from this contest will be shared in the Performance Group session, which is the platform for the dealer principals to share their retail sales performance and profit improvement actions,” explained Narong. “We have plans to expand the Performance Group to cover more dealerships this year so best practices can be shared with a wider group, which will eventually help improve and sustain the profitability of the dealers.”