HiQ launches a brand new concept for fast fit
HiQ is announcing an ambitious programme of development which is set to change the way fast fit is delivered in the UK.The programme which it describes as ‘revolutionary’, is being launched at the opening of its new concept store in Nottingham, the first centre to be redeveloped using the principles of the new philosophy.
The new concept was developed on the back of extensive customer research looking at consumer attitudes to the entire fast fit industry.
“Our research highlighted what the industry has suspected for a long time,” explains Neil Burrows, HiQ managing director. “That on the whole customers find visiting a fast fit outlet to be a negative experience for several reasons: centres are seen as dirty, unwelcoming and confusing; staff are either unhelpful or speak in technical jargon; prices are unclear with quotes invariably increasing once a job has been carried out and customers feel they have no control over waiting times and choice of product.
“Overall the research told us that visiting a fast fit was unlike any other retail experience customers engage in on a daily basis.”
In order to address these points HiQ has invested heavily in looking at all aspects of its service provision and has introduced a three year programme of development as follows:
The redevelopment of all centres to bring them in line with customer expectations (the Nottingham centre is the first to be fully redeveloped)
Open and honest pricing based on the principles ‘the price we quote is the price you pay’
A unique online service which allows customers to purchase their tyres online and choose when and where they have them fitted within the network
A training programme – The HiQ Academy - which is unique in the fast fit sector as it delivers individual training programmes to employees so that they can provide an exceptional customer experience
A national franchise programme to ensure the new HiQ concept is developed in all areas of the UK
A brand new look which has been designed to reflect its new philosophy and set it apart from other fast fit providers
“HiQ realises this is an ambitious programme as it is not simply changing the look of its centres, it is making a fundamental change to the way fast fit is delivered in the UK,” continues Neil.
“For too long customers have had to put up with standards that do not reach those found in other retail sectors. Our research highlighted that when customers visit a fast fit outlet, they very often lower their expectations in readiness for what they feel is likely to be a negative experience.
“What we hope to do is raise those expectations so that, from the moment a customer first makes contact with a HiQ centre they will receive a level of service which is no different from what they would expect from any other leading high street network.”
The HiQ centre development programme will take up to three years to complete with work on centres on-going throughout this period.
The HiQ Academy has now been initiated and training has started within the network. This will be a continuous process.
HiQonline is now live providing a ‘buy online fit in store’ offering to customers.
“This programme is not a short term fix. We want to radically change fast fit as an industry and this will, of course, take time. However, the launch of the Nottingham centre, hiqonline and the HiQ Academy, along with our franchise development programme all indicate just how serious we are,” adds Neil Burrows.
“It is not often you get the chance to ‘re-design’ the service you provide your customers, but that is exactly what we are doing here at HiQ. We believe that in three years time, HiQ will be at the forefront of a new, customer focused fast fit industry and will provide a real benchmark for other providers to work to.”
