5 November 2008
 DEALERSHIP PROFILE
Set Apart by Superior Service
In the current competitive marketplace, some dealerships rise to the top by offering superior service.
You can only compete so far on price alone. At a certain point in time, whether you’re selling donuts or delivery trucks, the quality of your service will set you apart from the competition.
Iggie Wong, Fleet Manager at team Chrysler in Mississauga,
Ontario believes he can stay on top by offering superior service.
That’s the philosophy Iggie Wong, fleet manager at Team Chrysler in Mississauga, Ontario lives by. Wong realizes that by offering superior service he will keep his old customers coming back, while attracting new ones with referrals.
Wong is no spring chicken. On the contrary, with over 17 years of fleet experience, he’s a well-seasoned professional. “I started in 1991 in the fleet business on the leasing end of things and from there, since 2000, have been a fleet manager,” he says.
Wong looks at the fleet business through his customers’ eyes, realizing that in the long run this has allowed him to build up a bank of loyal customers. “I try to establish how I can help my clients achieve their goals,” he says. “As a business, if you’re helping other businesspeople achieve their goals, they’re likely to keep coming back to you.”
Putting the emphasis on the needs of his clients has allowed Wong to attract fleet customers from all over the GTA as well as from a variety of industries. “We have relationships with companies that prefer to buy from us as opposed to other dealerships. We deal with everyone from large corporations looking for fuel-efficient vehicles for their salespeople to contractors who need tough trucks to get the job done,” Wong says.
Service
So what exactly does Wong do to attract such a loyal and diverse crowd? “The fleet business is a very competitive market,” he says. “All dealerships have the same vehicles to offer customers, so you have to distinguish yourself from the pack. You have to make yourself stand out by offering excellent service.
“The more services you can provide fleet customers in order to make their jobs easier, the better. My goal is to make it as quick and painless as possible when fleet drivers are to pick up their vehicles. If they have to pick up the keys and run out, that’s fine. But if they need to spend extra time with me in order to better understand some of the features on their new vehicles, I’m happy to oblige.”
In the end, Wong believes it’s all about working at the customer’s individual pace. “The main goal is to be ready for the customers when they do arrive and not make them wait unnecessarily. The vehicle has to be ready and we have to work within their schedule.”
Future of fleet
Recent changes in world oil markets and the concern over climate change are affecting the way fleet customers choose vehicles. “I think the price of gas and the environment are something our generation is concerned with,” Wong says. “I can see fleet customers making better choices in transportation. They’re choosing more fuel-efficient vehicles and are downsizing to vehicles they need, as opposed to those they think would be nice to have.”
Regardless of whether fleet customers are buying big brawny trucks or fuel-sipping sedans, Wong is determined to maintain his unique level of customer service excellence. “In order to distinguish yourself, you have to surpass your customers’ expectations to the point where there’s a ‘Wow!’ factor,” he says. “If you treat your customers right they will come back. That goes for any business, not just fleet.”
For more information on Team Chrysler visit www.teamchrysler.ca, or contact Iggie Wong at iwong@teamchrysler.ca or 905-819-0001. | 
