Lookers is launching a new staff engagement scheme which it hopes will maximise customer loyalty and satisfaction across its network of 70 dealerships.

The top 10 AM100 group said the new scheme recognises that a motivated and satisfied workforce lies at the heart of its success and that it complements and enhances its ‘Customers for Life’ company strapline and ethos.

The company, which owns the Lookers, Charles Hurst, Taggarts and Lomond Audi brands, said that more than 4,500 employees were involved in the programme.

The new scheme revolves around Lookers values and goals, which it calls a ‘NICER’ way of working - Nice, Informative, Caring, Enthusiastic and Responsive.

Paul Bentley, director of financial services and customer experience, who oversees the programme, said: “These goals will be achieved by creating an atmosphere for our teams which helps them naturally want to be even friendlier and more helpful with our customers.

“It’s that simple really. Happy staff makes for happy customers. The customer experience is the ultimate differentiator in the modern car retailing business and we are keen to make sure we deliver the best there is. This scheme puts that at its heart.”

Bentley said satisfaction and motivation of Lookers’ employees would be paramount to the group delivering the best customer experience throughout its network of dealerships and there would be a strong emphasis on this element of the NICER programme.

As part of the roll-out, staff have been informed of the background, rationale and objectives of the NICER scheme and encouraged to provide regular feedback on progress – even anonymously.

Areas of improvement targeted include customer and staff engagement, where regular appraisals, customer and staff surveys and improved internal communication are made a priority through regular analysis and measurement.

Lookers said it was confident that the new roll-out will pay dividends by improving recruitment, training and staff retention.

One of the UK’s principal automotive retail and distribution groups, covering more than 32 franchises across 70 locations, Lookers has built its success offering customers an extensive choice of new and used cars, motorcycles and commercial vehicles with the best quality and service.