Project Description

Ted Lancaster
COO and Vice President


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About The Session

A Better Experience, A Better Business: Understanding Customers Thought Process for Better Results

Customers are far more educated and come prepared with a wealth of information on the products you provide. How you prepare for them and what you understand about how they think is essential in maximizing their experience. Ted will explain what triggers customers positive or negative responses and how the five senses are all factors in how customers perceive their experience. Ted will explain best practices in diffusing difficult situations, some misconceptions of Millennial and Gen Z customers and will also discuss how to hire for customer experience success. You will also hear about the three (not so secret) secrets that if followed will provide exceptional experiences across all business divisions.

About The Speaker

Ted Lancaster is the COO and Vice President of the Plaza Auto Group where he oversees operations of the companies 8 franchise dealerships, the business development and growth and it’s continued commitment to the community. 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. Ted spent 3 years as an executive with Mercedes-Benz Canada and spent 7 years with Mitsubishi Motors and was a key member of the launch team in 2002.

Ted has been in the auto industry the majority of his career and enjoys sharing his perspectives on the industry and how it continues to change. A past speaker with IoT, Skills Canada, GLG, AJAC, and most recently at the Lakehead University School of Business (Orillia Campus) Ted enjoys being able to share the knowledge he has gained over a successful 25-year career.

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