QUITMAN — The Cass Burch dealership in Quitman was recently named a Five Star Chrysler Dodge Jeep dealer, a highly sought-after certification denoting excellence in sales and service.

Burch said, “Five Stars is the world famous symbol for excellence. We’ve spent three years preparing and establishing processes in preparation for this certification.”

One of the first criteria of the certification which Burch addressed was to rebuild the dealership. The previous facility, which he purchased from Kelly McCard in 1998, was nearly 50 years old. The current dealership, at 801 E. Screven St., was completed three years ago, at the same time Burch purchased the Chrysler dealership in downtown Valdosta.

Once the new building was complete, Burch said he and his employees began the process of becoming Five Star-certified.

The criteria for the certification include a 68 percent fixed first visit index (where the customer’s problem is taken care of on the first visit) and Burch came in at 87 percent; a 93 percent sales satisfaction index, with Burch’s at 94 percent; and an 87 percent service satisfaction index, with the dealership’s at 97 percent.

The Five Star certification is coveted as it brings many perks to a dealership, including participation in a certified pre-owned vehicle program, links to national inquiries on the Internet, and an increase in warranty self-authorization limits.

“Five Star creates an environment where customers can experience consistency. It institutes internal processes to eliminate people falling through the cracks,” he said.

“The basic Five Star philosophy is to intercept customer disappointment before it happens.”

Burch points to his employees, including general sales manager and partner Keith Phillips, as the primary reason for the recognition, along with customer service and attention to detail.

Burch began his career as a new car salesman and was a self-employed used car dealer for eight years before purchasing the Quitman dealership.

“I wanted the ability to service my customers and take care of 100 percent of their needs,” he said. “New car franchises are location specific and granted to a market, so if you want one, you have to buy an existing one.”

After rebuilding the Quitman dealership and expanding into the Valdosta market, Burch said they quickly outgrew the downtown location and spent nearly three years trying to find a place to build.

The Valdosta Chrysler facility is too old to qualify for the certification, and Burch said all of those issues will be addressed when the new dealership opens in the spring in Camelot Crossing, under development at the intersection of U.S. 41 and North Valdosta Road.

In addition to the Chrysler product, Burch said he and Valdosta General Manager Bobby Joseph will be also be selling and servicing high-end factory program cars.

According to Burch, his business philosophy can be summed up by a quotation which hangs on the wall of his office, “Excellence is the result of caring more than others think is wise; risking more than others think is safe. Dreaming more than others think is practical and expecting more than others think is possible.”



To contact Business Editor Kay Harris, call 244-3400, ext. 280.