Space matters to your BDC’s performance.
Simply said, space matters. The better your space, the more successful your business becomes. Everything about the retail business is intentional. It’s constant theater. The stage, the performers, the audience, the infectious energy is felt by everybody. Will your audience brag about your showroom and customer experience for years to come?
Our first blog focuses on an often overlooked back stage space within the automotive retail store, the Business Development Center (BDC). According to a West Coast automotive retailer: “The BDC is often the lifeblood of your sales and service departments. They are a crucial piece of the puzzle to your customer service experience. Giving them an office space that is ergonomic, aesthetically pleasing and functional was important to our dealer group”. So let’s explore how improving your BDC space matters to your bottom line.
We’ve visited many BDCs and the general observation is that BDCs are often outfitted like the rest of the store although the work function of a BDC team member is unique. Many functions within an automotive store involve the continuous theater of standing, walking, and customer interactions – all attributes that produce positive energy and lead to thoughtful outcomes. Meanwhile, the BDC team member is sitting down for hours, making dozens of calls and overcoming constant rejection. In some stores, 50% or more of revenues are directly attributed to the excellent performance by BDC team members. In light of these facts does the BDC receive the appropriate attention when designing and outfitting its space? Why not? Because it’s off stage, back of house. However, doesn’t a team that directly drives significant revenue deserve special attention?!
At Global Commercial Furnishings, we’ve begun to study how to best design and furnish a BDC within an affordable budget range. Our hypothesis is simple: Spaces matter. Better spaces attract and retain stronger team members and increase engagement amongst people/teams. Happier employees produce better results. Here are 5 favorable ROI suggestions to improve your BDC space without breaking the bank:
1. Color psychology - paint one or two of the BDC walls in one of these colors:
blue: stimulates the mind, increases productivity, helps workers stay focused during repetition
green: instills balance, calmness and reassurance
red: passionate & energetic, promotes prosperity and happiness
2. Biophilia – bringing the outdoors inside the BDC (and the store too!)
indoor plants support cognitive function and psychological well-being (even if they’re great fakes)
3. Ergonomics - good ergonomics is good economics
research shows call center workers supported with height adjustable desks are about 46% more productive than those with traditional, seated desk configurations (2016 Texas A&M study)
invest in a chair that you yourself would love to sit in for 2,000 hours a year! (fight the temptation to buy a low cost chair from Home Depot, please)
4. Sound – proactive noise management strategies help to increase yield (while excessive workplace noise decreases productivity)
white noise machines help to diminish background noise, so employees are more likely to be focused on what’s being said on the other end of the phone
acoustic panels is another play to minimize sound reflections between work stations
5. Air Ventilation - scents can boost productivity: think lemon, jasmine and lavender
The architecture, design and furnishings of an automotive retail store directly contribute to how team members perform and customers feel. When planning your next facility upgrade, remember when you deliver a BDC space that team members love, you will likely drive better results and decrease turnover.
