Brownhills, Britain’s largest motorhome dealer, has said it is committed to improving its customer service levels. In an exclusive interview, Brownhills chief operating officer, Steve Cullen, told MMM that he is determined to address customers’ motorhome issues as soon as possible. “The strategy is to increase our customer satisfaction levels,” he said. “A lot of our focus currently is on getting customer feedback so we can react to any issues straightaway.” However, he said some issues are simply because customers do not have a full understanding of the workings of their new purchase. This argument is strengthened by the fact that 36% of Brownhills’ customers are new to motorhoming. In addition to holding the franchises for Swift, Autotrail, Rapido, Elddis and Bessacarr, Brownhills is the sole UK franchise holder for Hymer (pictured). With such a variety of vehicles on sale, knowledgeable staff are key to ensuring customers are aware of all the attributes their new motorhomes have. And Brownhills is using these staff to improve its handover service. “These are very complicated vehicles,” says Mr Cullen. “We have a dedicated handover professional at Newark [Brownhills’ flagship site] who talks customers through all aspects of their new motorhome. The handover can take two hours depending on how experienced the customer is to motorhoming.” This focus on customer service is nothing new to Brownhills. In 2007, its then newly appointed chief executive Tom Booth said improving customer service was also a key priority. He introduced a seven-point action plan that he said would change perceptions people have of the company and ensure it is “first class” in every aspect of the business. You can read the full interview with Steve Cullen in the March 2011 issue of MMM. In the interview, Mr Cullen also explains why he is calling for action to change the current driving licence system to better reflect motorhome owners' needs. He also reveals why, despite the economic downturn and the VAT increase, he expects more customers to come through his doors in 2011.