Every three, four years I have the pleasure and privilege to choose and pick a new car. You can imagine this is a moment, feeling of Christmas eve, Joy, excitement; let’s call it toys for boys. So after a busy period at was finally weekend and I treated myself with a little shopping. Of Course I had done some considerations already and the focus was on one of the European Premium brands. Via Google a dealership in the neighbourhood was found and I was on my way, excited and delighted. Premium Story- Customer Experience of the area- Wooooow- I couldn't wait and was on my way!

Arriving at the Journey Center gave me an overwhelming feeling with a lot of direction board and many presenting (customer) endorsements. After having discovered the customer adventure entrance I entered the hallway, a hosting lady at the right, behind a desk, in front of me a large counter with three senior suited executive Sales men, apparently busy. “Good morning”, I greeted the staff, smiling , excited and ready for the ride.

“Good morning”, the staff answered my greeting with an intermediate of two seconds, neutral friendly.

Oh yeah, what I will emphasize again, and some of you might have noticed before, I am born in Saigon, 5.3 feet, raised and grown up in the working class, in Europe, and wearing that morning worn out jeans, sneakers and a shirt. Anyway, that should not have to make any difference, because I am a customer or at least a highly potential one, so King.

I passed the counter and walked into the showroom, still excited and admiring the goodies. After a short walk on the floor, the staff was nowhere to be found, so I worked my way to the first floor. While making my round and searching for the amazing considered model, the staff granted me all rest and peace to enjoy my customer experience to the limit. It was a customer adventure center, so why should they bother you.

A little annoyed my eyes were exploring the area for some brochures, no luck. I love the experience, laying on the couch tailoring my potential goody, with color, packages and accessories. Secretly I note everything in my spreadsheet to glance what the financial impact is. But, after I had checked, and yes still admired, some models I decided to go downstairs and leave, with many of my customer, King’s, questions. Down the stairs, having almost arrived on the ground floor, one of the staff, later I discovered on internet it was the district manager, moved from behind his counter, leaving his cup of coffee and walking over to me.

“Everything well?”, he asked, catching up with me, moving to the exit. “Yes I am ok”, was my quick answer, half the hallway. “Have you been able to find IT?” was the next question.

I could not help, but it sounded the same as I was visiting the drugstore, if I had a little cough and returned to the counter with a bottle of syrup. “It’s ok, I was looking for a new car, but never mind, I will have a look somewhere else.” “Ooooh, OK”, was the only response, astonish.

Premium brand- Low-class Customer Experience.

In my car I realized that mathematically, in basic the experience center was right and correct; I was no customer, had no experience, so why bother. Finally they were ONLY a customer center. Ahum. And this is not the first time this is happening to me, it happens a lot that Sales staff is judging people on their outward appearance, deciding from their training what is best for the customer. I call it artificial statistic empathy.

But down the line, there I was, Christmas eve and empty handed. So I searched for another dealership in the area and discovered a small family company 20 miles away.

The building was, just a building, some brand banners and at one wall a door with big letters: WELCOME, next to it. As I walked through the door I was friendly greeted by a mechanic on his way to the workplace. After 30 seconds in the showroom there was movement from the back and a 60-jarige old chap in pants and shirt was walking, rushing, over, his friendly eyes, keeping eye contact with me. A split of a second I was quicker and a reached over to his hand an introduced myself, he replied warmly.

We had a nice and pleasant chat, he was the owner and took his time and explained that the requested demo models by incident where not available right now, but he was more than happy to order and plan a driver experience for me next week.

He and his staff did a quick story regarding the difference of the several models and he handed me over some brochures and his business card. After ten minutes I felt welcome, at ease and satisfied, I left. On my way out, my ears could just sense a little ring far away, while I opened the door.

When I left and entered my car I was smiling, Christmas eve might be saved.

I did not have the feeling I was a real King, but I was treated with respect as a customer by an old lad caring for his business, caring for his customers with passion for his business.

Without fancy, sexy, sales trainings, he had learned most valuable during his life; dignity, respect and humanity, connect with people, and emphatically treat humanly.

Thank you for saving my weekend, my X-mas, Dirk!

At the end of the day, there is only one person who is able to explain his considerations, feelings and experience; the Customer.

Customers may forget what you said but they'll never forget how you made them feel.