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For the second time in two years, Battlefield Ford of Manassas won the coveted Chairman’s Award, which recognizes a dealership’s commitment to excellence in customer satisfaction.
Not bad for a company that ranked near the bottom (22nd out of 26 dealerships in the region) in as late as 1993.
When Steve Fay took over as general manager and vice president of Battlefield Ford in 1992, he knew that there was work to do and changes to be made if the 30-year-old business was to turn around.
Mr. Fay attributes this success to a number of factors.
He met with employees to emphasize Battlefield’s commitment to customer satisfaction and spelled out just what was expected of each staff member.
Some personnel changes were made, and the service department staff was augmented with a shop foreman and four more service technicians.
Most of all, the improvements came from listening to their valued customers.
All recent automobile buyers are asked to complete a survey, and each response is reviewed in daily staff meet- " ings.
Any constructive replies are used to improve service, one customer at a
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