Case Study Summary

The challenge

The UK arm of a luxury car manufacturer faced declining customer satisfaction and high staff turnover, which had weakened knowledge of brand identity. With a Europe-wide relaunch of brand purpose planned in four months, the company needed to re-embed its brand awareness and purpose across the dealer network and ensure centres were prepared.

What we did

Change Associates designed and delivered half-day workshops across 43 dealerships, involving 240 staff. We used customer journey mapping, problem-solving exercises, and self-assessment of brand purpose. Each dealership created action and Kaizen plans to improve their culture, with clear ownership for all actions.

The result

• Staff confidence in brand purpose doubled
• Customer satisfaction stabilised and began to improve
• Staff engagement increased through open discussion
• Quick wins: faster enquiry response, cars ready for test drives, clearer sales handovers, better onboarding
• Stronger collaboration and use of Kaizen tools embedded continuous improvement