Wright’s Mazda in Norwich has been named best dealership in the UK for customer satisfaction for the second year running by Mazda’s European president.

The award is in recognition of the time, money and effort invested by a dealership to ensure it provides the best customer service in both sales and aftersales.

Russell Wythe, dealer principal of Wright’s Mazda, told AM: “One of the key reasons we have good customer service is because of a stable base of staff. We have one of the lowest turnovers in our area and probably nationwide. People see the same faces each time, and of course are greeted in a friendly environment.”

Wright’s has two people in its customer service team who phone customers after a purchase to ensure satisfaction. This is followed up by letter.

All staff are kept informed of CSI performance.

“It’s vital that a car washer knows he is just as important as the salesman in a tie,” says Wythe. “Good customer service sets apart one dealership from another.”

Wright’s has taken on board customer suggestions and, as a result, placed Sky TV, endless tea and coffee and wi-fi access in its showrooms. It has also placed an extra person on duty outside to ensure customer parking spaces are available as Wythe says people seem strongly deterred by lack of parking.

The high level of customer service has translated into customer retention, referrals to friends and relatives and increased profitability. Wright’s also rewards customers who refer people.

The award was presented in Budapest at the start of November.