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NISSAN: Keep fleets coming back for more

Date: 17 September 2013

Improving the all-round ownership experience is top of the list for fleet boss Barry Beeston, as Nissan looks for new product-driven growth. Paul Barker writes.
"A lot of discussion is around activity to manage residuals proactively."

It's a busy next six months on the product front for Nissan, with the revised Leaf recently launched, the new Micra just coming through, the new Note on sale on 1 October and the crucial new Qashqai due next February. 

However, the company's corporate sales director Barry Beeston is also looking beyond the metal to try and smooth the entire customer experience to make sure existing customers are keen to come back for more. 

"You buy a product based on the product itself and the transaction price," he tells BusinessCar. "But three years in you have had a relationship and the car has been in for service. The fleet proposition we're trying to build on at the moment goes beyond product and price - it's a 360-degree view on dealing with us if you're a fleet organisation and making sure we're easy to do business with, and promotes the loyalty aspect."

Beeston took over as Nissan UK's corporate sales director in April after previous incumbent Jon Pollock moved up to the sales director role six months after rejoining Nissan from Toyota. Beeston has been with Nissan for more than 20 years, the previous six of which have been as fleet sales director. 

"If you go to the customer and ask which are the easiest manufacturers to deal with, Nissan wants to be in the top basket," he declares. "With the dealers and our staff here, we're going back to the importance of the network not just to sell - our expectation is that the customer will be dealt with in a certain way."