Case Study


Company Overview

Al Serra, located in Grand Blanc, Michigan, is part of Serra Automotive, one of top ten privately held retail automotive groups in the nation.


Al Serra had been successful over the years, but as they had grown, they did not feel like they were delivering the elite level of service that they should. They searched for a customer service consulting company that could help them with support and provide a roadmap on how to take their service to a higher level.

Our Solution

The DiJulius Group helped Al Serra develop their customer life cycle for both Sales and Service Teams, identifying bad habits (service defects) and establishing a more consistent customer experience through implementing their Experiential Standards and Above & Beyond opportunities.

Alsarr, The DiJulius Group


Developing the nonnegotiable experiential standards for each stage of the Customer Experience Cycle allows employees to provide a consistent engaging experience that is unlike the majority of competitors. Once these stages and experiences are created, every employee must consistently execute each of these standards.

Al Serra also began implementing the “Small Act of the Day” emails to encourage the team members to recognize each other and celebrate the stories!

It is no secret that World-Class Customer Service starts at the top. The leadership team at Al Serra Auto Plaza is proud to have the members of their organization following the ACT Model every day


While the market was down 1% in 2019 compared to 2018, Al Serra managed to increase their gross profit margin by 18% year over year with the same number of vehicles sold.

Al Serra Service Scores, The DiJulius Group

Al Serra also saw an increase in NPS for both Sales and Service Teams.

In 2019, WardsAuto ranked Al Serra #1 dealer in Michigan #4 dealer nationally.

Alserra 1, The DiJulius Group

“…As the saying goes, it’s difficult to get to the top, but it’s harder to stay there.”

Matt Serra told the magazine that the dealership has worked with Cleveland-based The DiJulius Group to enhance its customer service training. The company’s clients include Starbucks, Chick-fil-A, Nordstrom and The Ritz-Carlton, among others.

“They showed us how to get all 450 people at the Auto Plaza rowing in the same direction to deliver the best customer experience,” he told WardsAuto. Their message: “Create big impacts through small acts.”