Full Annual Report - Inchcape

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Business review Strategy Group Chief Executive’s strategic review continued Unique approach: Inchcape Advantage is our competitive advantage To extract the greatest value from this unique global infrastructure, we have a clear and simple vision, to be ‘the world’s most customer-centric automotive retail group’. Our industry is generally not known for the quality of its customer service and our approach is based on a simple insight: if we look after people and their cars better than the competition,customers are more likely to choose us; and if we perform demonstrably better for our brand partners than our competitors, manufacturers are more likely to expand their global business with us. By successfully continuing to implement our strategy for improved customer service, based on our unique Inchcape Advantage programme, we increased market share in many of our markets in 2009, despite tough decision-making that led to the closure of underperforming sites and a reduction in headcount. Through Inchcape Advantage, customer service is truly at the heart of the business, from the top of the company to the sales floor and service workshop. It is intrinsic to the way that every Inchcape person works, ensuring that providing superior service is present and evident at every stage of the customer journey. As a result, we believe we are the most advanced company in our industry in implementing cutting edge retail techniques and technologies.Among other initiatives we manage a continuous mystery shopper programme to maintain the highest standards of in-centre service; we interview around 12,000 customers every month to identify precisely what we do well and what we should do better; and we constantly track a wide range of customer metrics – from footfall and test drives to leads and conversion rates. Our global online portal (winner of a Microsoft Innovation Award) is used to interrogate this data, enabling local performance management and the sharing of information across the Group to learn on a daily basis from the experience of our businesses across the world.These leading indicators and a real time view of our customers provide us with valuable insights into changing consumer preferences and behaviours, effectively accelerating our response and enabling us to grasp new opportunities as they emerge. These proprietary retail processes are truly unique in the automotive sector.They are a vital point of differentiation across our business and the foundation stone of the operational excellence that gives us a key advantage as we expand into emerging markets. 2 Unique approach Through our superior customer processes, we deliver the ultimate customer experience and create maximum value for our brand partners across the world. 14 Inchcape plc ¦ Annual Report and Accounts 2009
The Inchcape Advantage Section One One Business review Inchcape Advantage is a systematic, Group wide continuous improvement programme that is at the heart of our strategic commitment to strengthening our business through customercentric operational excellence. The outstanding quality of service it drives is proven to set us apart from our competitors, building tangible customer loyalty that makes potential buyers more likely to deal with us than with anybody else. In an industry not renowned for putting the customer first, Inchcape Advantage is our competitive advantage. The customer funnel Purchase Customer data Traffic Leads Test drives Capture rate Enquiries Bookings Lead time Capture rate Ownership Identify focus areas & recognise progress Service excellence Group wide Customer 1st processes, staff training and retail systems drive quality. Inchcape Advantage portal Portal allows rigorous daily performance management,recording data from all retail centres to identify areas for focus and the sharing of best practice. Customer management Targeted retention programmes help us to take care of our customers as well as their cars. Mystery shopper Our global mystery shopper programme helps drive service improvement in every retail centre. Net Promoter Score (NPS) customer feedback programme We interview around 12,000 buyers and non-buyers each month across both sales and aftersales to measure satisfaction and provide customer insight to drive performance. Innovation sharing Leveraging the benefits of the Inchcape Advantage portal to quickly share innovation. Superior customer service We are convinced that the real differentiator is,increasingly,the customer experience.Superior customer service is a sustainable competitive advantage for us through our metrics and proprietary Inchcape Advantage processes,delivered consistently through all of our retail centres across the globe. We interview over 140,000 customers per year www.inchcape.com 15
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Section Four Shareholder informatio
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Full Annual Report - Inchcape

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