Lexus USA is making some changes to its dealership experience with a new program called The Lexus Difference. Aimed at improving interactions with women, millennials, and multicultural buyers, the changes will be a positive change for all visitors — from *Fast Company*:
With Lexus Difference, associates are now being trained to speak to women first rather than directing their pitch to men, among other techniques. “Women hold 80% of the influence in a purchasing decision,” says Turner. “Whether she’s making the decision or not, she’s definitely going to influence the decision. The man doesn’t really care whom you’re addressing, but women feel left out.”
One sales associate told her that he hadn’t been aware that his habit of eyeing customers’ outfits could be off-putting until he participated in the training program. Other service consultants struggled with even the most basic interactions, like handshaking. “They said during the training that they weren’t sure if they should do that [with women],” says Myers. “We encouraged them to put their hand out.”
The program has already been running in seven locations across the USA, and is now available for all dealerships — here are some more changes coming to the Lexus experience:
All three groups are more detail-oriented than traditional customers, and Lexus believes touches like displaying only current magazine issues and offering fresh fruit instead of donuts will draw them in.
The program has some quirky elements, from working with a Japanese perfumery to develop a signature scent modeled after the ones sprayed in the Ritz-Carlton and Four Seasons, partnering with a nationally known designer to make uniforms look more current, and even offering yoga and spa treatments at some dealerships.
Excited to see the changes in person — Lexus dealerships have long been at the forefront of automotive customer service, and it’s nice to see the brand continue to improve the experience even further.
[Source: Fast Company]
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