Business profile: Charters ReadingBy David Millward
February 22, 2013
The boss: Derek McQueen joined Charters Group in 2000 having had previous background in both sales and service.
“As group operations director, I am passionate about developing the business with the emphasis on the customer experience across all aspects of the business and building customer loyalty.”
What is your business about? “We are the number one for all Peugeot needs in the area, as well as selling an extensive variety of quality used vehicles of all makes and models.”
What products/services do you offer? “Our Peugeot Approved Aftersales department offers competitively priced servicing and MOTs – in addition, we are able to service all makes and models.
“Customers can spread the cost of servicing their vehicle by purchasing one of our service plans.
“We offer either a free of charge collection and delivery service for our aftersales customers, or a courtesy car at a nominal daily charge.”
How and when did you start your business? “Charters is a family business and dates back over 100 years. We acquired our Reading dealership in August 2004.”
How many staff do you employ? “Twenty staff at our Reading dealership.”
Who are your customers? “Anyone and everyone.”
What sets you apart from the competition? “The family feel of our business and the highest levels of customer service all of our customers receive.
“We have a very loyal customer base which is due to a combination of great value for money and ‘service with a smile’ which gives us the edge on our competitors – we will always go that ‘extra mile’ by understanding the ever-changing needs of the customer.”
How has the recession affected business? “We have, of course, been affected to a certain extent but I think our approach of evolving with the current economic climate with a positive approach has helped us to survive.
“Our staff are extremely loyal and hard-working which helps create a positive environment for our customers.”
How do you feel about the future? “Very positive. We’ve started this year with increased media coverage in both the local press and a radio campaign with Reading 107, spreading the word far and wide in the area.”