News

Identity is key

Time 12:53 am, January 21, 2011

badgemasterRESEARCH has found that staff who wear a name badge in a dealership can raise customer satisfaction by 12 per cent.

The study, carried out by Shopper Anonymous, found that businesses who introduced name badges for all staff, customer satisfaction ratings rose by a remarkable 12 per cent in comparison to those that didn’t require staff to wear badges.

It was also found that customers actually wanted staff to wear badges, saying that they could distinguish staff if uniforms were not worn.


John Bancroft, managing director of Europe’s largest name badge manufacturer, Badgemaster, said: ‘It is very rare to go into a quality establishment these days and find that staff are not wearing name badges. The benefits are clearly proven.’

Royal Warrant holders Badgemaster provide the name badges for customer facing staff in most of the UK’s leading brands including Harrods, Selfridges, Boots, Premier Inn, Best Western, Virgin, Lloyds Banking Group, Easyjet, The Co-op and the Environment Agency.

They are ideal for smaller and independent operations and can meet the needs of dealerships providing not only badges but also lanyards and button badges, says Bancroft: ‘We can manufacture custom-made bespoke name badges, in line with a company’s corporate identity.’

James Batchelor's avatar

James – or Batch as he’s known – started at Car Dealer in 2010, first as the work experience boy, eventually becoming editor in 2013. He worked for Auto Express as editor-at-large and was the face of Carbuyer’s YouTube reviews. In 2020, he went freelance and now writes for a number of national titles and contributes regularly to Car Dealer. In October 2021 he became Car Dealer's associate editor.

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