Bahrain's National Motor Company (NMC) has become the world's first General Motors (GM) dealership to launch Phase 5 of the 'GM Difference' programme, it has emerged.

General Motors Middle East GM Difference manager Tomm Stanley said the launch means NMC has set entirely new industry standards that are now going to be a benchmark for other dealers to follow.

"This is a significant achievement since it means a dealership has not only adhered to strict standards that we have set but has outperformed their own expectations," he told our sister newspaper Gulf Daily News.

"The critical thing now is to ensure that they maintain these high standards because achieving them is tough, but staying on top is even more tougher."

Stanley was in Bahrain to mark the NMC achievement and take part in a standards compliance audit conducted by a GM team.

The GM Difference programme aims at creating "customers for life" and is seen as a holistic way of doing business.

It is designed to encourage dealers to exceed customer expectations by creating an environment of quality-driven processes and continuous improvement that ultimately deliver improved standards of service and satisfaction.

NMC technical and training manager Ujjwal Singh, who heads the GM Difference initiative in Bahrain, said it was launched at the company in 2006 when NMC was selected as the launch pad for the pan-Arab roll-out of the innovative approach to quality.

"Since then, we have sailed smoothly through all the previous four phases of its implementation," he said.

"The launch of each new phase is preceded by a survey conducted by GM, which ensure standards compliance at the dealership."

He said this is to ensure all GM dealers consistently implement strict and very clearly defined standards in all their operations.

"The standards cover all the operational departments and provide guidance in aspects related to consultative selling process, facility management, operations management, human resources and training, employee health and safety and environmental management."

General Motors Saudi Arabia, Bahrain and Yemen regional director Steve Braun said NMC has shown outstanding commitment to making the Chevrolet, Cadillac, Hummer and GMC brands household names in Bahrain.

"Now, with the implementation of the skills and experience gained through the GM Difference, they are on course to achieving even higher standards of customer service."

NMC general manager Geoff Thomas said that to win and retain customers is the aim of the GM Difference and that all at the dealership are committed to achieving this.

"Combining the values of GM Difference with our own high standards and service expertise will help us also to realise our vision of being valued and admired as the premier automotive distributor in Bahrain."

He said several consultations, evaluations and training exercises are already running for all National Motors' personnel.

"The standards co-ordinators are always identifying areas to enhance; ensuring customers will enjoy exemplary standards of service experience that exceed expectations."-TradeArabia News Service