Award-winning campaign targets customer experience

Dick Campagni remembers nearly every detail of the day in 1969 that he picked up his first new car a Buick Skylark convertible.

As he walked into the dealership, the convertible stood alone in the showroom, its top down, the rock-and-roll song "Sea Cruise" playing from the eight-track tape player.

That feeling, Campagni says, is one that he wants employees of his five auto dealerships in Carson City to replicate with their customers, whether they're picking up a $5 part or a $60,000 new car.

His work was recognized by Ford Motor Co., which last week named his Capitol Ford as one of 340 dealerships less than 1 percent of Ford's dealerships nationally to receive its President's Award.

The award is based on sales performance, including a dominant share of Ford car and truck sales in the market, along with high marks from customer questionnaires.

Campagni says the Ford dealership's staff doesn't let itself get distracted by outside factors such as fuel prices or the state of the economy.

"We can't control Iraq or the economy," he says. "But we can control our market and continue to strive for our share."

The dealership's employees also work hard to convince customers of the value of the questionnaires they're mailed after they purchase a vehicle. The Ford Motor Co. President's Award requires return of at least 75 of the questionaires during a 12-month period.

"We let customers know that it's our report card," Campagni says, noting that the questionnaires are one step toward developing long-term relationships with customers and their families.

It's the first time that Campagni has won the Ford award since he purchased the dealership in 1999, although his Toyota dealership has won a similar award from the Japanese company 20 times.

Carson City officials have noted that Campagni's dealerships are the single largest generator of sales tax revenues in the city.