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Customer satisfaction drives Tracy Ford
Quick Lane Service coming in November
pic tracyford1
From left, the Tracy Ford team of Dorance Beskin (parts manager), Shiree Shafer (customer relations manager), and Wayne Marciel (service director) showcase the expanded retail store inside the dealership located at 3500 Auto Plaza Way. - photo by VINCE REMBULAT
The goal at Tracy Ford is 100 percent customer satisfaction.

As of now, the dealership at 3500 Auto Plaza Way is at 96 percent.

But the team consisting of service director Wayne Marciel, customer relations manager Shiree Shafer, and parts manager Dorance Beskin has been putting forth the effort in order to reach that magic number.

“When it comes to customer service, it’s important to go the extra mile,” said Shafter, who has eight years of experience in customer relations.

She’s been with Tracy Ford since the father and son team of Tom and Brian Nokes took over the business from longtime owner Stan Morri last June.

The Nokes also own the Hyundai and Chrysler, Dodge, and Jeep dealerships in the Tracy Auto Mall not to mention Antioch Ford.

Any vehicle sold at Tracy Ford will entail a follow-up phone call from Shafer.

When that vehicle is in need of routine service, she’s also the person who will place the call to serve up a reminder.

“People really appreciate those calls,” Shafer said.

Marciel has worked for Ford dealerships for the past 15 years.

He’s responsible for overseeing the service department, used vehicles, safety, and warranties, to name a few.

Cars brought in for service can look to that someone who’s Blue Oval Certified.

For Ford, this is the most comprehensive customer satisfaction program in the industry.

The Blue Oval Certification helps ensure customers are receiving a best-in-class retail experience at the dealership.

“We’re 100 percent fix it right,” said Marciel, who used to work at Manteca Ford.

Tracy Ford also handles larger vehicles, from F-550 trucks and below, and has senior master diesel technicians on site.

“We service a large fleet of (contractors) trucks,” he added.

Getting the job done right and in a timely manner is important for the Tracy Ford team.

Those having work done to their vehicles can take advantage of the dealership’s shuttle service to the Tracy West Valley Mall and any of the nearby restaurants, Marciel said.

They can also hang around the premises and enjoy a cup of Starbucks Coffee made of fresh grounds.

When it comes to parts, Beskin is in charge of the inventory.

“If we don’t have it stock, we’ll go anywhere within 50 or 60 miles – depending on the time of day – to pick up the part,” he said.

Beskin has been with the dealership since 1977. He started as a driver and worked his way up into management.

His job is to make sure the parts are made available.

“We’ve really ramped up our parts inventory,” Beskin said. “We stock maintenance items for all of our vehicles.”

Tracy Ford recently built up its retail shop, adding gift items, toys, vehicle accessories, and clothing items to go along with the auto products.

Beskin noted that the dealership has experienced steady growth in sales during the past three months.

“We’re also seeing repeat customers,” he said.

Tracy Ford will honor those in the customer service programs on Nov. 10. Included will be a tour of the dealership, Shafer said.

Prior to that, on Nov. 8, Tracy Ford will welcome the addition of Quick Lane Service.