The New Face of the Customer
By the time Peggy Turner, Lexus vice president of customer service, took the stage, the past had been applauded. But Turner was there to talk about a present and future in which the brand’s customer base is more diverse in ethnicity, age and gender.
“Women, diverse markets and younger buyers will drive our future business and accelerate all of our earnings,” Turner said. “But not until we all understand the power they have and adapt to the differences in how they want to do business.”
Turner detailed some obstacles Lexus dealers are facing in winning over these groups, citing a J.D. Power survey that showed Lexus comes up short with women in the categories of relationships, communication and facility.
“We have to strengthen our relationship with our guests,” she said. “To do that, we have to pay more attention to details. And always keep in mind: One size doesn’t fit all. I can’t stress that enough.”
