RideNow Powersports

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Best Customer Service Initiative

Owners: Mark Tkach and Bill Coulter Location: Tucson, Ariz. Store size: 52,000 sq. ft. Vehicle brands: BRP/Can-Am, E-Ton, Honda, Kawasaki, Polaris, Redline, Schwinn, Suzuki, Yamaha URL: www.ridenow.com

One would think that a promotional campaign with a tagline like "Don't be a gas-hole" would have caught the eye of the Dealernews Top 100 judges, but it was a customer service initiative that got this dealership on the winner's block. The Tucson branch of the RideNow dealer network has produced posters that ask if customers are 100 percent satisfied and lists the store GM's cell phone number for further contact. Now that's direct access.

But the dealership makes a habit of putting its management out there, even using pictures of their smiling mugs and e-mail address on direct mail fliers. One mailer even has a personal note from new service manager John Ogden welcoming new customers and greeting existing clientele. The flier includes coupons for service work.

One other customer campaign gives $100 gift cards for referrals. Oh, and if you liked the "gas-hole" promotion, the dealership also sponsored a root beer garden at a local Octoberfest.