“Destination Remarkable!”: Deep Sky produced a 7 minute video that tells the story of Capital Auto Group’s journey from good to great, focusing on the very specific process the company went through and the tremendous results it discovered when it dared to ask the question: How do we become better and set the course for remarkable?
The Purpose: To demonstrate the value created by CAG efforts and a clear, inspiring explication of why the company made the choices it did.
With Scott Casebeer as the primary on-camera storyteller mixed with voice over, employee testimonials and customer endorsements, “Best in Town” begins with CAG’s decision to move to a new location and commit tens of millions of dollars to the project in the middle of the worst economic downturn since the Great Depression. Scott will claim that he started with a fundamental premise: if we aren’t going to do it better than we did before, then why do it at all?
The challenge for CAG was that they knew they wanted to be the most remarkable company that they could be. They knew that would require being different and better than they had ever been before. So they embarked on a quest to discover the stepping-stones to remarkability. To do so, the Casebeers looked outside the usual suspects of consultants in the auto category to a company called Master Connection Associates. MCA specializes in extraordinary customer service training for five star resorts, banks, law firms and large real estate companies. What caught Scott’s eye about MCA was their bottom up approach to customer training, predicated on the idea that how you treat your customers will be reflected in how you treat your employees. In the process of creating a culture of excellence from the ground up, the first request was that Scott include all of their employees, not just their managers. This would create an environment where employees are in a continual, substantive feedback loop with management that is receptive, eager to listen and excited to implement the best ideas and suggestions.
After a comprehensive training period of all CAG employees, MCA helped CAG institutionalize this training into the every day workflow with programs like “The Daily Line Up”. In this program each department meets every day to discuss and improve the culture, as well as employee and company performance, with the ultimate goal of increasing customer satisfaction.
In fact, Casebeer often compares his facility to Disneyland, not just because of the floating golf green, the dog park, the walking paths and the lake, but because, like Disneyland, he sees everyone who sets foot onto his lot not merely as customer but as a “guest.” For this reason, CAG shies away from the term “Customer Service,” preferring “Guest Relations” to more accurately describe their approach.
Client: Capitol Auto Group
Production: Deep Sky Studios
Producer: Jared Hobbs
Director: Adam Klugman
DP: Patrick Cummings
Editor: Michael Stringfield