Lexus, a luxury division of Toyota Motor Sales U.S.A., Inc., is widely known by consumers for its quality and superior customer service. A driving force behind these good marks for Lexus is Nancy Fein, vice president, Customer Service, Lexus Division, Toyota Motor Sales, U.S.A. , Inc. Fein is one of the highest-ranking women auto executives in the industry whose duties include the responsibilities of all activities in parts, service, sales, service training and customer satisfaction departments. That’s no small task for one person, but Fein handles it like a pro. Speaking today at the Global Automotive Aftermarket Symposium in Chicago, she shared some of her tips on how to make service a priority in any aftermarket business.

Whether a person’s in the business of OEM or the aftermarket, that person is in the business of taking care of the customers who drive his vehicles.

“Business of survival in the automotive industry is important to all of us,” said Fein. “Lexus began in 1989 and we’ve had to change and grow to survive in the business.”

But Fein doesn’t necessarily care for the word ‘survive,’ she’d like to change it to ‘thrive.’

“If we do this [maintain excellent customer service], we will grow, profit and thrive,” she said.

And thrive, Lexus has and will continue to do. According to Fein, “We [Lexus] want the best p rod uct, the best dealers and the best customer service in the country. There’s a lot of great p rod uct out there. We’re picky about our dealers and our dealers own other franchises, so it’s not our dealer choice that makes a difference. It’s customer service that makes the difference.”

Fein continued, “It used to be ‘best product’ but now it’s ‘best experience,’ that’s what’s important. Delivering on that experience is more today than in the past.”

This customer experience is becoming more important especially because the consumer market is changing from the Baby Boomers to the Generation Y group. This young group expects more, faster and in a perfectly wrapped package.

If automotive businesses deliver the customer experience, according to Fein, they will reap three advantages:

1. They will build a competitive advantage;

2. They will create a model for loyalty that brings customers back again and again, increasing profits and;

3. They will create engaged customers and in turn, create engaged employees who will drive future innovation.

Fein quoted renowned computer scientist Dr. Alan Kay who said, “The best way to predict the future is to invent it.”

It’s apparent that Lexus has created its own future by successfully obtaining the highest customer loyalty across all luxury brands (59 percent) .