CorpComms Magazine

When Ken Lee, group marketing director at Inchcape, wanted to revitalise internal communications and develop a cohesive customer service strategy, he turned to Chiswick-based production company Line Up.

‘He's our oldest client - not in age but in time - but we have sort of clicked,' says Duncan Beale, managing director at Line Up. ‘I first worked with Ken when he was at Sunbeam, a division of Wilkinson Sword. There is definitely shorthand that has developed between us.'

Lee says: ‘Inchcape is the world's largest car retailing group, but it has no recognised retail brand. It was really important to develop a strong internal brand. We brought Line Up in to help us to really make sense of what it means to work for Inchcape and what customers feel about the company.'

The programme, developed by Line Up, took inspiration from the company's heritage. Inchcape, which was founded in 1847 as the MacKinnon MacKenzie Company, was renamed after the Inchcape Rock, which lies 11 miles off the coast of Arbroath in Scotland.

The rock was infamous because, as just a small proportion remains above water, it was said to be responsible for the loss of one ship in six during the early 18th century.

Scottish engineer Robert Stevenson, grandfather of the novelist, led a team that constructed a lighthouse on the site. It took four years and has been named one of the Seven Wonders of the Modern Industrial World.

Lee adds: ‘We looked at the rock solid aspects of our name and the pioneering spirit of those people. We are operating in an industry not renowned for its great customer service so we required a pioneering spirit.'

Line Up produced two films - one that drew on BBC footage about the construction of the lighthouse, and another that interviewed customers on what they perceive as good service.

‘The executive board went to Scotland, where they stayed in the Arbroath Hotel, and went for a helicopter trip around the lighthouse,' says Lee. ‘They were then shown the films in a theatre environment. It was hugely powerful. The films lead to a discussion on the ultimate customer experience. People start asking What would it be? and What would stop me doing that?'

Since the board, led by chief executive Andre Lacroix, saw the presentation, it is being rolled out across Inchcape's 17,000 staff in 25 countries. ‘The presentations provide us with the opportunity to present on film a strong visual metaphor for our Customer First programme,' explains Lee.

Line Up's Beale adds: ‘Inchcape is a global customer-centric retail organisation. The Customer First programme works as a cascade tool. It begins with a live event because I believe that there is real impact from that. It is also important for getting the consistency of message.'

The programme has been devised so that anybody can facilitate the meeting at which the films are played and the discussions take place. ‘It is all about the people,' says Beale. ‘A business is only people.'

Lee adds: ‘Selling cars should be only one aspect of our business. It should also be about the experience for customers. The Customer First programme truly understands what it takes to create a great customer experience.

‘We are trying to create lifelong relationships. If customers feel good about us then they will stick with us. About 50 per cent of our revenues come from after-sales care. Little things make a difference and ultimately customers will notice, and that all adds up.'

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