DEARBORN - The Lincoln Concierge team has been pivotal in the company’s move to personalize service and create warmer experiences for clients throughout their relationship with Lincoln.
Johanna Teague, the very first Lincoln Concierge to be hired, highlighted the in-depth training she went through to prepare her for the role.
“Since joining the concierge, I’ve spent eight weeks in a training environment,” said Teague. “I’ve been cross-trained to work on Ford CRC emails, Lincoln email, Warranty Service Loaner Request Team, and Lincoln Correspondence.”
The role of a Lincoln Concierge is to establish the relationship for new clients to the Lincoln brand and generate new owners. “My typical day contains a lot of lead follow-up calls with Lincoln dealerships, follow-up emails and calls with clients, answering Concierge phone calls, and entering click-to-chat conversations with clients,” said Teague.
She also stated that her strategy to engage customers is to obtain client information to get back to them by email or phone.
“Most click-to-chats are ‘no-logins’ who want to be anonymous. However, I usually can obtain a full name and email address,” she said. “This opens the communication line to the client for a more long-term relationship and eventually a sale.”
When a concierge needs more information about the technical details of a Lincoln, they work with Subject Matter Experts, like Mia Worth.
“Some customers want more information than what colors are available on a vehicle,” said Worth. “Some clients have specific questions in mind like, ‘Is the dual exhaust on the car for function or is just for show?’, or they may want to know the type of windshield wipers on a vehicle.”
She also emphasized the importance of accuracy to the luxury client.
“Our clients research heavily and not just on the Lincoln site. If they see any inconsistency they alert us immediately,” said Worth. “We had an influx of customers wanting information about the 2014 models and fortunately we have a great web team to research and verify any client grievance to help us quickly resolve it.”
Concierges also refines the pre-sale experience by understanding client needs before they go to the dealership and working with dealers to help facilitate a warmer sale.
“For example, a client with kids who play soccer would be concerned with whether or not a vehicle will accommodate their lifestyle. We work with dealers to personalize the test drive,” said Worth. “We’ve had some dealers invite the family out to the drive and have kids playing soccer in the parking lot or have a soccer ball in the passenger seat when the client gets in the car.”
Both Teague and Worth echoed that dynamic customers provide the most challenges and rewards for being a concierge.
“The most useful training to me is on-the-job training with an authentic client who is asking a lot of questions about our Lincoln vehicles,” said Teague.
Worth added, “Change is constant here and no two days are the same here. The most rewarding part of a day for me is helping someone solve a problem.”