Our mission at Ducati Omaha is to share our passion for the Ducati brand and sport of motorcycling with our customers, and to provide opportunities for them to enjoy the sport.
Showroom Design and Layout
We have an all-new store with a spectacular showroom. Ducati Omaha is the prototype store in North America for Ducati's new exclusive-store design project.
We moved into our new store in January 2012 and held our grand opening celebration in March. We worked closely with Ducati's design group on the project and the results have been awesome. Our customers are in awe when they walk in for the first time. Our old store had a great showroom, which garnered us TWO Dealernews awards for best use of space, and the new showroom is even better! We have retained the elements we cherished from our old showroom (the big-screen TV playing racing footage, customer lounge area, clean and high-end displays of bikes and accessories), but amped it up with a very high-end appearance from the flooring to the wall elements and colors. We stock a good selection of items and our store never looks bare. We are extremely proud of what was accomplished on this project, and we're looking forward to at least five more years of growth in this store location.
One of our goals in moving to our new store was to increase the efficiency and customer perception of our service operation. The new store has a large customer entry (overhead door) on the front of the building, with "Ducati Service" branding over the door. In our old store, customers had to come around the back of the building. The new service department is nicely laid out with overhead air lines and three lifts for our two technicians (with plans to add one more in 2013). It is also branded with the Ducati red racing stripe and MotoGP racing mechanic graphics. Customers have responded very positively to the new service layout.
Training and Employee Motivation Practices
Being a small shop, we do not have many formal training programs. Our training is "on the job" for the most part, with specific product training offered by our OEM as well. We try to maintain an achievement-oriented culture, and we lay out goals for our staff teams to achieve and then reward them with incentives when they achieve the goals. Everyone on our staff is on an incentive-based pay plan of some kind. Our business has maintained a very low staff turnover rate as we have grown over the past six years.
Commitment to Customer Service
Our customer service philosophy is very simple: The customer's satisfaction is our highest priority! That means it's more important than what we [ourselves] get out of a transaction, which is the opposite culture of many businesses these days. Customers can tell when a business is primarily concerned with its bottom line, and that does not generate loyalty. We do not impose rigid rules in our organization that customers perceive as being not in their favor. Instead, we empower our staff to do whatever is necessary to make sure customers are happy. An example is our "DucBucks" reward program, where we provide a loyalty bonus to our customers. Any time they make a purchase in the store, we load their "DucBucks" reward card (a branded credit-type gift card) with a 5 percent bonus that they can use toward a future purchase.
Involvement in the Community
Our primary community-involvement activities are centered around motorcycling safety. We see our identity in the community as being a performance-oriented shop, and we want to use this identity to promote SAFE sport-motorcycling activities such as track days, and discourage reckless riding on the street by sportbike riders.
Motorcycling safety hit home very hard for us this year, as one of our longest-term employees was killed in a motorcycling accident in January after a van turned left in front of him on his way home from work. We support the Nebraska Safety & Health Council's "Be CycleLogical" campaign to promote awareness of motorcycles for drivers of other vehicles. We held a successful charity ride this summer to raise money for this campaign in honor of our fallen co-worker.