Ever walk into a car dealership and feel totally intimidated? It usually doesn't get better once you spot a group of salespeople chatting in the corner, totally ignoring you. Or worse, they're looking back at you and casually carry on with what they were doing. I know, it sucks.Of course, let's not generalize. There are dealerships out there that do a great job at greeting customers and making sure they feel right at home. But all too often, you hear stories of folks walking into a dealer to purchase a car, only to be met with a sour taste during customer service.That's why when Genesis was setting up its retailers across North America, it chose to focus on the customer experience first, and make it one of the pillars that define not only the brand, but what it means to purchase a luxury vehicle in the modern age. For Genesis, the way a buyer - or, as it likes to call it, a "guest" - is treated by its retailers is so important, that it went through the effort of hiring butlers to teach its personnel how to behave. Yes, actual butlers! Overthinking Every Movement, Every Action And Every Sound Genesis Dealership Seating Area-1Eric Marshall, Genesis Canada's brand director, was giving me a crash course as to how Genesis overhauled its entire customer service experience inside what he calls the Brand Cube.Suspended in the middle of the dealership as a thin, almost see-through fabric, the Cube surrounds a semi-private, relaxed area that plays a very important role in the way people are greeted, but also how they purchase a car. This is also where decisions are made. It's where buyers decide which sort of color and material combination they'll choose in their new car or SUV before signing the check.GenesisBut before arriving at the Cube itself, there's a series of steps that Genesis makes sure to go through with the guest without them even noticing it's happening. This means ensuring your five senses are all receiving crucial information the moment you walk into a Genesis retailer.In other words, like the attention to detail and craftsmanship in its cars - something I've long said Genesis nails better than even some established luxury brands - Genesis wants, first and foremost, for you to be 100 percent comfortable before making a purchase as important as that of a new car. "Genesis wants you to be in a happy environment," Eric Marshall said.William Clavey | TopSpeedWe've been very focused on the senses over the years. I don't know if you noticed when you came into the facility, but you could smell the different scent. The temperature is always specific to make you comfortable. There are no auditory sounds out there, no one calling out. There's no "Fred, line one!" This Brand Cube is also part of our complete sensorial experience.- Eric Marshall, Director of the Genesis brand in Canada.Marshall said that, originally, there was no specific objective with the Brand Cube. It was just a space that was granted to each retailer, in which case they could do whatever they wanted with it.But over time, Genesis realized that buyers were naturally attracted to the Cube. They'd sit in it after checking out a few cars in the showroom, for instance. Watched the videos, checked out the different leather combinations, or read the brochures. So Marshall and his team figured there could be something more Genesis could do in that space. Send In The Butlers And Jewelers? 2025 Genesis X Gran Coupe and X Gran Convertible ConceptsThat's when Genesis came up with the concept of bringing its customer experience to the next level by extracting knowledge from people who know customer service better than anybody else in the world: butlers.The butler worked on creating processes to help our personnel treat people better when they walked in. How to make them feel more comfortable, more at home. And we went to great lengths with that butler, all the way to serving guests drinks, bringing those drinks straight to them as they sat in the Brand Cube and really just making sure our guests are treated with the utmost respect.For instance, when I drove up to the Genesis retailer to interview Mr. Marshall, there was a sign with my name and outlet on it in a dedicated parking space reserved for me. And the moment I had done parking my vehicle, someone from the retailer was already waiting for me outside, ready to greet me inside the building.William Clavey | TopSpeedGenesis' obsession with treating guests with the utmost respect goes even further than that. It also hired a jeweler to educate its personnel on how to handle delicate objects, such as the materials and color panels it uses to sell its vehicles. A soft pair of Genesis-branded gloves was inserted inside the drawer where the selections are stacked. The sales person puts on the gloves to showcase each material. But that same salesperson was trained by the jeweler to present these objects in such a way as to enhance their value.It's all very fascinating, and I'm sure other automakers have employed similar techniques to enhance their luxury experience. It just goes to show you that sometimes, a lot of effort is put into customer service that we often don't notice or take for granted.If you're halfway into your new car-buying journey and suddenly feel very at ease with the environment and the personnel on site, chances are a lot of work has been involved behind the curtains to make you feel that way, as Genesis just clearly showed us.
