Case Study: Small change greatly improves Cadillac customer experience
Project Management, Design & Installation
While working on a project for mid-Michigan’s largest Cadillac dealership, the Kentwood Office team saw an opportunity to improve the customer experience, while still maintaining and meeting the brand’s high-quality standards.
Shaheen Cadillac of Lansing is mid-Michigan’s largest Cadillac dealership, and the most recent addition to the Shaheen Automotive Group, which has been operated by the Shaheen family since 1970. Shaheen Cadillac has received several notable awards, including the Mark of Excellence and Dealer of the Year. Only dealers with the highest customer satisfaction ratings become recipients of these awards. The Shaheen Automotive Group consistently sets the bar for other dealers, both locally and nationally, and thus has high standards for itself.
Kentwood Office Furniture has supplied the Shaheen Automotive Group with furnishing solutions in the past and the two organizations have maintained a strong relationship over the years. As this new project began, Shaheen Automotive Group called on Kentwood Office again to ensure all updates were completed within Cadillac’s brand standards.
Due to the nature of dealership projects, the automotive company typically specs out the design and floor plan, and involves a third-party furniture manufacturer to provide the furnishings. Following suit, Cadillac provided the specifications, and Kentwood Office was asked to bring those specs to life. When it came to creative input, we were only permitted to substitute items that weren’t noticeable to the end customer. Any design decisions made were driven by the brand and overall customer experience, and the team remained aligned with the Cadillac brand standards.
We needed to utilize the specific designs created by Cadillac and their partner Gensler, an architecture firm out of Detroit, and procure specific furniture from Nucraft Furniture Co. and Davis Furniture Industries. These manufacturers were selected for their experience with dealerships and their furnishing catalog that met the needs of the project.
During the course of the project, we discovered that the specific layout for the Shaheen Cadillac offices created an obstruction at a key customer interaction area. As a result, we initiated contact with Cadillac to explain how the layout could possibly be revised to improve the customer’s overall experience at the dealership. We sought Cadillac’s approval for different furniture pieces that ensured the office layout was perfectly oriented for employees and customers specific to the unique needs of the Shaheen dealership. We were honored that Cadillac was open to new ideas and approved our changes after our explanation. In fact, the standard spec design for future Cadillac dealerships was revised per our notes as a result.
The team at Kentwood Office saw an opportunity for improvement and was willing to go above and beyond by working directly with Cadillac to make sure our client’s needs were being met. We were able to provide added value, even while working within the tight restrictions of a national brand. Here at Kentwood Office Furniture, we will always work to find a solution that fits the unique needs of our clients and in this case, solutions that suit Cadillac’s specifications and the needs of the dealership – all while keeping customer experience at the forefront.
Location: Lansing, MI
Size: 25,000 sq. ft.
Desk and End Tables from Nucraft Furniture Co.
Seating from Cabot Wrenn and Bernhardt Furniture Company
Live Edge Table from Davis Furniture