DEARBORN - As The Lincoln Motor Company continues on its reinvention, the brand has made it a priority to not only differentiate itself in the world of personal service, but to create a best-in-class experience for owners across the board in the luxury market.
The launch of the Lincoln MKZ provides Lincoln the opportunity to conquest new clients from premium competitors such as Lexus and Mercedes. In order to attract more customers, Lincoln is refining the ownership experience as well. “We have focused on providing a personal client experience that suits their needs,” said Eric Cin, manager, Lincoln FCSD.
After doing extensive market research, Lincoln found luxury owners want a personal experience built around their needs and their time.
Cin emphasized ownership and service as a key driver in the improvement in client experience.
“That experience needs to be exceptional. We are focusing on the core basics,” said Cin. “They are bundled into a package that provides great value to the client beyond the new vehicle.”
Lincoln provides complimentary car washes with any service and complimentary Lincoln loan vehicles with any warranty service. The Lincoln Complimentary Maintenance of two years/24,000 miles offers a great value to the client while allowing them to build relationships and trust with their preferred Lincoln dealer.
Also, Lincoln is the only premium manufacturer to offer complimentary Roadside Assistance for Life for the original owner.
These valuable assets for the client are tied to great training in our dealerships to help them understand new clients and focus on client experience.
The Lincoln Academy was developed to bring experts from the hospitality industry in to teach and coach dealership team members about what this client expects. A differentiated and unique training experience to our dealership personnel is critical.
“We are looking to make it easier for the client to do business with us,” said Cin. “We asked the question, ‘how do you make it easier for consumers?’ We are focusing on empowering personnel that interact with our clients.”
Dealers have the most interactions with Lincoln clients. And the brand is providing tools to empower all dealership employees with the ability to handle client needs or expectations.
“We are also changing the structure of our Client Relationship Center,” said Cin. “When our clients reach out to us with a question or a concern, we want our agents to have the ability to assist a client with any issue from the start to the finish. And we have empowered them to make the decisions necessary to resolve a concern immediately.
“These are just a couple of the things we have done to focus on the client to provide a personal response and to make it easier for them to work with their dealer or the company.”