08 December 2014

As well as setting out his plans for the way the DS brand and its network will develop, Carlos Tavares, the CEO of Peugeot Citroen, has also talked extensively about the future of retailing.

One thing that’s great to hear is that he’s a big fan of retailers building relationships with customers. This belief goes as far as to think that unless the progression to online sales and over-prescriptive digital sales processes is improved, customers are going to be put off by the fact that they’re being treated like numbers and not people.

In fact he used the word “backfire” when referring to such automation of the sales process. He’s sure that those retailers that get to know their customers and support them, not just when they come to buy a car, but through the car’s life – including when things go wrong – will be the ones that are the most successful in future.

He’s not ruling out online sales, he’s just saying that most car buyers want that human touch.

However, he concedes that measuring customer service is difficult and the only way to do that, as a manufacturer, is to mystery-shop the retailer.

This last point, I fear, could prove the most tricky to work into a business because it will mean making sure that sales staff really adopt the ethos that customer service must take priority over pressure to hit a sales target.

It won’t be easy, but I do believe Mr Tavares when he says the most successful retailers will be the ones that achieve the best customer service.

Tristan Young

Tags: Carlos Tavares, Peugeot Citroen DS