In our latest interview for AM's '8 Questions To' series, rally driver Jade Paveley, the marketing director of family-owned North Wales Motor Co, talks about the value of feedback and remaining authentic.
What are the main responsibilities of your role?
My role is very fluid and varies hugely dependent on the priorities at the time (especially as it is a family business, I help where I can). I am responsible for all communication with customers across all of our businesses, including Llandudno Kia, North Wales Honda, The Motorsport Lounge and I manage the social media for Silverstone Rally School.
My tasks include all digital communication, managing the online presence through social media, websites, digital display ads, emails and more traditional correspondence such as letters and postcards. I also manage media print adverts. I take huge pride acting as an ambassador for all the businesses, promoting the group through my own profile as a motorsport competitor and commentator. Competing in motorsport led to the fantastic opportunity to drive the truly wonderful Kia EV6 GT at the Goodwood Festival of Speed this year.
What are the most significant challenges ahead in your field of work?
Engaging customers’ interest and grabbing their attention in an ever-more flooded market that’s overloaded with adverts, information and news. Everything from when to communicate, how best to communicate, and what is too much or too little, is something I have to constantly evaluate. Staying true to core values and staying authentic while balancing the need to promote offers and try to get customers to buy into your business is a challenge.
Feedback is an increasingly important tool to measure customer experience. Whether the customer has popped in to book an MOT or buy a car, it’s really useful to know what they thought. However, obtaining feedback can be a challenge at times. The Motorsport Lounge, a car storage and events business, has opened up a whole new world of customers and a unique set of challenges.
How might these challenges be overcome?
Embracing and listening to our customers and encouraging them to actively leave feedback is important. Digesting the information with my team is just as important. Checking insights and statistics as often as possible can give great insight into pretty much every aspect of any business.
What attracted you to this area of expertise?
I have been in my family’s automotive business since I was 19. I have grown up around motorsport, so I have been exposed to business and competition since birth, really. Although it is a family business, my dad insisted I go through a formal interview process. I have worked here for 10 years now, having worked in all dealership roles apart from technician – although it’s not unusual for me to get involved with mechanics when I am competing in my rally car. Being in aftersales and sales was a real insight into the customer mindset and the skills I acquired correlate across to my current role. The industry is fascinating and working with two manufacturer brands has given me a wide view as to how marketing and communications work.
What’s the most important thing you’ve learned in your career, and how have you made use of it?
The showroom is designed for the customer and providing the very best customer service is key for loyalty. Show your customers that you are a ‘human’ business. I try really hard (when the team lets me take photos) to promote people in the business and show customers that our employees are nice people. We want to make it a place that customers want to come to and also make sure our staff recognise that they are an important part of the company.
What drives you?
To make my family’s business a sustainable and happy place for customers and staff. I want to help be a part of driving more women to be confident in all things automotive – whether they are in the industry, walking into a showroom or racing a car.
What’s your favourite app?
Instagram.
How do you relax?
Seeing friends and running, but I would rather be rallying than relaxing.
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