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Happy Employees Leads to

Happy Customers

BY RONNIE WENDT, OWNER OF IN GOOD COMPANY COMMUNICATIONS

There’s something different about Hendrick and taking care of people is at the heart where health guidance prevented businesses
Automotive Group that elevates its of our company culture, and our 11,000 from operating. “We had some dealerships
automotive dealerships above its peers. teammates live out these values every day,” in California that had to close their doors
he says. “They are why we have both the and Mr. Hendrick made sure everyone got
The dealership group topped the list of all top-rated dealership overall and the top paid, which was huge,” Gach says.
U.S. publicly or privately held groups in dealer group. At every level, our people
the online Reputation study released in make the difference. We are so proud of Every dealership also hosts monthly
October. them for this amazing achievement.” luncheons that recognize outstanding
performers and give all employees a
The brand earned the highest sentiment and CULTURE CHANGES CUSTOMER chance to win prizes. The events develop
visibility score to gain a Reputation score RELATIONSHIPS comradery that carries over to customers.
of 836, compared to a score of 769 for the Upon learning of the Reputation scores, “Employees prioritize people over profits
second highest overall and private dealership Chad Jernberg, vice president of Customer in their customer interactions,” he says.
group, Holman Automotive Group. Experience at Holman Automotive, “Obviously, we must make profits to keep
said, “Holman is—and always will be—a the lights on. But if you treat employees
Hendrick also had an impressive showing customer-centric business where delivering well, they are excited to come to work.
in Reputation’s Top 100 Dealerships with an exceptional experience remains our top Customers see that excitement and have
eight of its dealerships in the Top 10. strategic priority. The voice of our customers a much better experience.”
serves as a catalyst for change, and we’ve
Hendrick Lexus Charleston rose from No. made a concerted effort to amplify their A commitment toward continuous
2 in the last report to No. 1 in the 2021 feedback across our entire organization in improvement represents a core value.
report, followed by Hendrick Volvo Cars order for our service-oriented culture to Here, the automotive group also stands
of Charleston in the No. 2 slot. Hendrick thrive and evolve.” ready to deliver. The Ricky Hendrick
Lexus Kansas City took the No. 4 spot Scholarship Fund, for example, has
while Hendrick Lexus Northlake took No. This focus lives and dies on company culture, provided education assistance to
5, (BMW of Southpoint (No. 6) Hendrick says Gach. “We see ourselves as not in the over 3,200 employees. And Hendrick
Lexus Charlotte came in at No. 8 and car business but in the people business. The University provides online training to
Hendrick Lexus Kansas City as No. 9. people part of our business begins with staff and partner with local technical
(Lexus of Pleasanton (No. 10) taking care of our employees,” he says. colleges to help technicians hone their
skills.
Greg Gach, president of Hendrick The culture of taking care of your own starts
Automotive Group and Hendrick with the chairman and CEO of Hendrick It’s these efforts that lead to satisfied
Companies, first thanks customers for Automotive Group, Joseph Riddick “Rick” employees and little turnover. Though
trusting them with their business, noting Hendrick III. “He tells us repeatedly that the dealership turnover sets a little higher
it’s their reviews that put the company in our people are our most important asset, than the management company, Gach
the No. 1 spot for online reputation for and he takes that to heart,” Gach says. reports it is still far less than their peers.
three consecutive years. But he adds that “The proof in the pudding is that we
values focused on customers also led to So much so that during the pandemic, the have hired many quality people because
these rankings. dealership group of 93 car dealerships didn’t of referrals from existing teammates. These
furlough anyone. The company provided people enjoy working here so much that
“Providing the very best customer service 80% salaries to those employees in areas they referred us to their friends,” Gach says.

8 | MIDATLANTIC DEALER NEWS | MIDATLANTICAUTODEALERSUNITED.ORG • MARCH 2022