Project Description

Ted Lancaster

Vice President, New Operations
401 Auto/RV Group

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A Better Experience, A Better Business: Managing Customer Experiences for Better Results

Today’s customer has a wealth of information available to them before they step through your door. Being prepared to handle them in today’s age of technology is becoming more challenging. Ted will explain the importance of understanding how people think, what triggers their positive or negative responses and how the five senses are all factors in how customers perceive their experience. Ted will take a look at today’s customers, some misconceptions of Millennial and Gen Z customers and will also discuss how to hire for customer experience success. Ted will also share his three (not so secret) secrets that if followed will provide exceptional experiences across all automotive divisions.

About Ted Lancaster

Ted Lancaster is a Partner and the Vice President of New Operations at the 401 Auto/RV Group where he oversees operations of the company and its growth and development plans. Prior to that Ted served as the COO of KIA Canada from 2015 through 2018. During his tenure Ted headed the planning, strategy and implementation of the company’s operations in Canada. Ted increased sales over 13% and market share from 3.5% to 3.8% while also increasing the company’s bottom line results. Additionally, he increased the company’s results in the CADA Dealer Satisfaction Survey and consistently optimized employee engagement as measured by achieving the highest results globally on the KIA employee engagement survey in 2017.

Prior to KIA Canada, he played a critical role as VP at Nissan Canada growing the sales and performance of the Nissan brand in Canada.  And before Ted held executive positions with Mercedes-Benz Canada where he implemented a transition strategy of the Western Canadian operations and also spent 7 years with the Canadian sales operations of Mitsubishi Motors and was a key member of the launch team in 2002.

Ted has been able throughout his career to successfully overhaul the sales and marketing operations and distribution systems bringing greater transparency and fairness to the dealer network; thus, resulting in establishing stronger dealer relationships, further expanding market share, and building greater brand loyalty.

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