Issue link: http://www.insightdigital.biz/i/303876
w w w . i n s i g h t o n b u s i n e s s . c o m m a y 2 0 14 • I NsIgh T | 27 into the waiting area for kids, gave away balloons in the summer and those who needed training received it through Fox Valley Technical College. "Now, they've got this culture of winning," Tim explains. "I do not go a single day without somebody telling me about their amazing experience" at the Express Lube. "At least once a week I'll get a letter from someone who says they appreciated the experience. ey are having so much fun, they're inviting friends to work with them!" About that time, the company began to step up its social media efforts, as well. "We're real people to them," Tim says. "ey interact with me. It's amazing – that younger generation touches more guests than anyone else. ey wash every single car and they change the oil. We're no longer this big, corporate (faceless) employer. at whole engagement piece is really cool." One thing's for sure: Communication will keep on changing. e company's success in social media proves the importance of staying one step ahead with technology, John Bergstrom says: "It's unbelievable. And it's going to continue. Change is good for all of us." But change for John Bergstrom? at's not in the cards. "I have no intention of retiring or transitioning," he says. Besides heading the company, his latest project is leading the charge to raise funds for building a Boys & girls Club in Menasha (see related story, "A culture of giving"). "success, for me and for our company, is to try to make our community a better place," John Bergstrom says. "at's a whole lot more important than if I made a margin on a car." online: Hear tim Bergstrom talk about how he engages his team and guests with social media. A culture of giving It would be an understatement to say that community engagement is a hallmark of the bergstroms. "the leaders of bergstrom have been significant contributors in our community," says Kathi seifert, co-chair of new north, Inc., who has worked on community projects with John bergstrom, including the Fox Cities Performing arts Center. "downtown neenah and downtown appleton have really been transformed under their leadership. they've been tremendous contributors to the growth of our community." John's current project is the launch of a new boys and girls Club in menasha. tim bergstrom served as co-chair of the Fox Cities united Way campaign in 2013 and is leading the 2014 campaign; last year bergstrom teammates alone donated $160,000. tim also serves on the thedaCare Foundation board. led by thor gilbertson, vice president of operations at bergstrom, the company has raised a landmark $1 million in the last 10 years for the make a Wish Foundation. bergstrom automotive is the single largest contributor to the Wisconsin campaign. every summer, bergstrom automotive promotes its drive for a Cure campaign to help fight breast cancer, donating $1 for every mile participants test drive a car on a given route; last year it generated $55,747 for breast cancer research at the medical College of Wisconsin. it, that's failing 100 percent of the time for about one out of every 10 guests." Looking to the future s ome might question whether, in the age of Craigslist and Carsoup, the way people buy cars has upended the bricks-and-mortar dealerships. Indeed, says Tim, while the Internet has changed the way people shop for vehicles, it has helped build relationships. e traditional consumer spends about 90 days researching cars before making a purchase, he says. Much of their time is spent online, and this means they connect with sales representatives much earlier in the process. Bergstrom encourages communication with potential guests who visit their website using email, texting and sharing photos. "e average sales associate 15 years ago was doing a good job if they sold eight to 10 cars a month," Tim says. "Now, the average is much closer to 14. We have team members selling more cars than you could have ever sold 10 and 20 years ago because of technology." Employee incentives play a big role in the culture at Bergstrom. About three quarters of employees receive incentive pay; every employee is eligible to receive bonus pay for exceptional work. About two years ago, the company recognized challenges attracting young people to work at Bergstrom. In particular, it experienced high turnover in its Express Lube services – a critical area because it touches more guests than anywhere else in the company. John Bergstrom and John hogerty discovered Dorsey's expertise in what makes millennials tick, and they invited him to Neenah. Tim says Dorsey told him, "You're not engaging them. ey have to be inspired – and then they'll work harder than you ever did." e first thing Bergstrom did was enlist one of their best service team members, Emmett storey (their "Aaron Rodgers") to lead the Express Lube team. he empowered them to take initiative and engaged them with technology. some dropped out, but those who stayed were encouraged to do whatever it takes to please their guests. ey brought toys