Business

Accelerating Customer Expectations

Better Baker is driven by guest experience

In addition to the best lineup of the newest Buick, GMC, and Cadillac models, there are several other certainties customers can expect when they walk into Midland’s Betten Baker dealership: great service, a knowledgeable and helpful staff and the feeling that you belong.

“I will go above and beyond to make sure every guest is left completely satisfied,” explained Lynette Wedding, general manager.

Wedding took the lead managerial role at Betten Baker Buick GMC Cadillac on March 1, roughly seven months after the Betten Baker Auto Group acquired McArdle Buick GMC Cadillac at 2400 N. Saginaw Road. Midland-area residents have associated the automobile industry with the McArdle name since the 1960s, and part of the goal at Betten Baker Buick GMC Cadillac has been focusing on building its own reputation in the local community.

“I have lived in this area for the past 30 years and getting involved in the community is something that I feel strongly about: Support the community that supports you,” Wedding said. “We have been able to get involved with the Loons. We have Military Mondays, where we pick a veteran to throw out the first pitch and then can tour the entire facility. I, personally, every third Thursday, along with four other team members, cook hamburgers at the American Legion. We are also involved in Midland Nature Center, Dow Run/Walk and some other smaller community events. Going forward, we will be involved in the Midland County Fair and the sports boosters for both Midland High and Midland Dow High. We have had a great response from the community; everyone has been very welcoming and helpful.”

With a total of 21 stores, Betten Baker is one of the largest dealer groups in Michigan; however, the automotive group is largely located on the west side of the state. That wealth of experience and background has been brought east to the Midland location in order to provide customers with the best guest experience possible.

“We offer over 20 different models between Buick, GMC and Cadillac. We have a state-of-the-art body shop and service department, along with a parts department. We also have a huge selection of pre-owned vehicles,” Wedding explained. “On the first Thursday of every month we have an event we call Ladies Day, where we offer $9.95 oil changes and discounts on different services. We also will diagnose any dash lights for free. We bring in people to do nails, massage and a Mary Kay person, and there are drawings to win dinner certificates and prizes. This has been a great event; we are continuing to change it up every time.”

Wedding said her priority at Betten Baker is to provide a positive work environment for her team, which translates into a positive guest experience.

“My No. 1 goal is to keep every guest happy and wanting to return to the dealership,” Wedding said. “So far, we have had great feedback. Short-term goals for us are to continue to make ourselves known in Midland and be a strong partner to the city of Midland and surrounding communities. The long-term goal is to be the very best dealership in the state by offering the best guest experience and continuing to grow with the community.”

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