At Reputation, we love seeing how our customers always know, always act. How they turn insights into action. Recently, Customer Experience Magazine (CXM) sat down with Reputation customer Chris Lee, Managing Director of Howards Motor Group, to explore exactly that.

The family-run auto group, with 24 locations across the UK, has been a customer-first business for over 50 years. But as Chris shared in his conversation with CXM, their approach took a major leap forward when they began using Reputation’s platform not just for review management, but as a strategic driver of culture and operations.

What stands out most is how Howards didn’t stop at collecting feedback. They embedded it deep into their business, reshaping processes and even restructuring roles to better serve their customers.

Instead of separating customers into “sales” or “service” buckets, Howards introduced Customer Relationship Managers (CRMs) whose focus is customer sentiment. These CRMs work across departments, ensuring that no matter how a customer interacts – in-store, online, or a mix – the experience is seamless, helpful, and centered on satisfaction.

This transformation wasn’t just a matter of adding tech. It required leadership alignment, cultural focus, and operational redesign. And it’s paying off: Howards has held the highest Reputation Score of any automotive retailer in the UK for the past two years.

Chris Lee puts it simply: by listening to customers, rewarding teams based on sentiment (not just sales), and building agility into their processes, they’re not only keeping up with a changing market, they’re leading it.

Read the full CXM interview to see how Howards Motor Group is using Reputation to elevate their customer experience, transform their internal culture, and set the pace for the automotive sector.