Q+A: FAN ZIQIANG

A PwC survey said Lincoln has the best customer satisfaction. How did Lincoln make it?

We applied The Lincoln Way throughout. Each Lincoln Store is fashioned after five-star hotels. Individualized service from a well-trained team is standard. Personalized test drives can be arranged at any dealership or online, a live video feed is available to grant full maintenance transparency, and service hours can be extended to fit clients' schedules.

How important is service in terms of sales in China?

Service is crucial to Lincoln. The ownership of a vehicle may last for years, and to build a warm, personal and lasting relationship with customers, we must provide personalized services throughout the after-sales experience and invest heavily in our dealership talent cultivation.

How do you ensure that all dealers offer the same high-level service to customers as the sales network expands?

All Lincoln Stores meet the same high standards and are built around their customers. All Lincoln Store staff, from general managers to security guards, are trained by The Lincoln Institute and have to pass rigorous assessments before serving customers. We also hold online training sessions, and annual dealership skill competitions.

(China Daily 01/10/2017 page5)