Putting Sytner Leicester on the road to greater success

Posted by pm357 at Feb 14, 2018 04:30 PM |
The Sytner Group represents some of the most desirable car manufacturers in over 140 dealerships across the UK including Jaguar Land Rover, Bentley, Mercedez Benz, Audi, BMW, Lexus, Lamborghini, Porsche and Mini. They are one of the UK's largest motor dealer, employing over 7,500 people and retailing over 135,000 card per annum. The organisation has a growing presence in key European markets such as Germany, Italy and Spain.

With the company Head Office in Leicester, they contacted the University of Leicester School of Business with a need to develop a new training and development programme to enhance their sales performance. Here they met James Fitchett, Professor of Marketing and Consumer Research at the School of Business, whose research has been published in the Journal of Consumer Behaviour, Brand Management and Marketing Management.

Through a collaborative partnership starting in 2014, Professor Fitchett designed and developed a workshop session for Sytner, underpinned with theories developed in his research, to facilitate and fuse together new ideas, new knowledge and best practice in customer insight and sales excellence. The workshop formed part of an innovation training programme for sales executives, introducing the latest theories and concepts for understanding consumers. This has supported professionals to deliver value and outstanding customer experience and led to an increase in sales performance and meeting the organisation’s customer expectation levels and create long term customer relationships.

The partnership continued to develop and led to ‘Best Advice’ seminars being delivered to After Sales teams in BMW, MINI and Jaguar Land Rover. This focused on customer value, service quality and service innovation. A research collaboration has been created to look into developing new innovations to continually improve services. The research explores how video and film-based service evidencing techniques can be enhanced so that they become devices of added benefit articulation and customer value rather than simply cost justification devices. In order to evaluate these issues, a research programme involving a multi-site qualitative research design is being conducted in collaboration with Sytner UK to evaluate, assess and test insights from a range of different stakeholders and involved with the development and implementation of radical service technologies.

Sue Sansome, Head of Learning and Development at The Sytner Group, said: “James has been a massive success with our Senior Management and Sales Executives. He is crucial to the start of our Sales Ignition, two-day workshops. His sessions challenge the thinking and open the minds of our teams in a way that only he can, using knowledge, data and questioning.”

About The University of Leicester School of Business

The University of Leicester School of Business is a vibrant, international and interdisciplinary community of over 200 academics and professional services staff. Building on over 90 years of experience in delivering business education, we are internationally renowned for our courses in accounting and finance, management, marketing and economics, with a global alumni network of over 30,000. We are ranked 14th in the UK for research power reflecting the pioneering work we conduct in partnership with leaders, managers and organisations to promote and strengthen responsible business practice.

Our research challenges accepted thinking, norms and perceptions in management, economics, finance, accounting and marketing. Our goal is simple - to enhance the way we think about business and to work in partnership with leaders and managers to promote and strengthen sustainable business in all of its forms.