GM Cadillac
Dealer Training Experience
It’s a great thing when your brand is synonymous with quality—like when someone calls you the “Cadillac” of creative agencies. But in late 2009, General Motors recognized the need to elevate the Cadillac customer experience, which was not living up to the brand’s “Standard of the World” promise.
Step number one: work with the Cadillac dealer network to create the most customer-centric car company on the planet. We helped define a clear, contemporary charter for the Cadillac customer experience. The “Defining Moments” movement was built around a partnership with The Ritz-Carlton and a special training tour designed for Cadillac’s retail sales and service staff, as well as the brand’s field support professionals. The nine-city US tour aligned staff with the “Cadillac Customer Service Philosophy” – 10 principles of a new Cadillac customer experience – while telegraphing the need for consistency and the creation of “wow” moments as the keys to winning life-long Cadillac customers.