HiQ enlists the Gentle Touch to improve service

A BIRMINGHAM based tyre and exhaust fitters is using a team of female marketing professionals to bring the feminine touch into one of the most masculine industries in the UK.

The HiQ network wants to bring its customer service operation into line with many of today’s high street shopping experiences.
 
The company wants to ensure its 150-branch network is as customer and female friendly as possible.
 
Independent research has suggested that while 70% of women believe they receive a dishonest and untrustworthy experience when they visit a garage 62% of men feel the same way.

The research, commissioned by HiQ, also disclosed that 24.3% of women charge the men in their lives with taking their car in for new tyres because they find the experience unpleasant. It also suggests more than half of men would prefer to shop online.

Geraldine McGovern, HiQ’s marketing manager, said: “We knew motorists sometimes distrusted garages but this was far worse than we thought. We need to rebuild that level of trust and make sure drivers believe we know what we’re talking about, that we’re giving them the best possible advice, and that we’ll also treat their partners well.”
 
Researchers from independent pollsters OnePoll spoke to some 2,000 motorists.