Customer Experience & Quality Manager
PSA has a mystery shopping programme which allows it to test how effectively the Peugeot, Citroën and DS dealers are performing. The whole process is a useful learning tool to drive continuous improvement, and it highlighted a particular issue within the dealer network: articulating the brand pillars in a natural way whilst discussing cars, and the features or benefits that demonstrated them.
Our investigations uncovered an important fact: to somebody not in marketing, the term ‘brand pillar’ not only meant nothing, it also caused confusion. Our thinking was therefore to avoid using the term entirely, and instead focus on showing how the cars embody it, giving the dealers the freedom to express it themselves without putting set phrases into their heads.
We kicked off each film with a montage of exciting clips that demonstrated in a visceral way the brand pillars we were trying to demonstrate, but without spoon-feeding those phrases to the salespeople watching. The obvious passion for the brands would immediately enthuse the audience (many of whom would be new starters), and encourage fresh thinking when talking about them.
This emotive opening was followed up by a brand figurehead talking naturally about the cars over studio-shot footage of the current models, with particular attention paid to the features that embody the brand pillars. Interstitials were used for each brand pillar section to give logic and clarity.
We ensured that the films would build real passion for the brands, embracing each one’s heritage and helping to reinterpret it for a modern, connected world.
The films are a key part of sales training, shown at the PSA Academy, and widely available across the dealer network’s online portal. Anecdotal evidence has suggested that they’ve given sales staff the confidence to express the brand pillars in their own way, whilst having better conversations with customers about the models.
The results of the next round of mystery shoppers will demonstrate just how much of an impact these films have had.