CFNA TIMES VOLUME XXXVI | ISSUE 2 | SECOND QUARTER 2023 News magazine for teammates and retirees of CFNA
CFNA Striving to be your Credit Card of Choice
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or more recently, navigating the protests and safety issues near many of our stores, each of you banded together to truly define what it means to be Strong, Dedicated, and most importantly, Together through these unique and ever changing times.
DEAR TEAMMATE
A Message from Marko
Dear Teammate: In 2022, Bridgestone Retail Operations achieved another groundbreaking year, setting new records for the second consecutive year. This past success is driving our future focus, with a strong emphasis on BSRO of the Future in 2023 and beyond. Our vision for BSRO of the Future is to evolve and consolidate our leadership position in the automotive care industry. This is a direct result of our success over the past years. With your dedication and hard work, we have made remarkable progress, achieved extraordinary results and positioned ourselves for the future. Our parent company, Bridgestone, has taken notice of our accomplishments and is committed to investing in our business for both the present and future. As a result, we will utilize new tools, technologies and store experiences to provide service that is quicker, smarter and better than ever to more than 17 million customers.
2 The future appears promising for BSRO, but to realize our vision, we must continue to prioritize and achieve our business objectives in 2023, fueling the strategy for BSRO of the Future. Having passed the midpoint of the year, we are confidently on course, with a remarkable record-breaking performance in sales and profit during the first half, in addition to the successful execution of two Epic events in March and June. Despite encountering many economic challenges, your resilience and unwavering commitment have enabled us to continue delivering outstanding results. We are also pleased to see significant improvements in our recruiting and retention
“With your dedication and hard work, we have made remarkable progress, achieved extraordinary results and positioned ourselves for the future.”
WHAT’S ST IN
–Marko Ibrahim, President, BSRO
efforts as we strive to become the Employer of Choice. The staffing challenges we faced over the last three years are gradually improving, with the current CST headcount surpassing pre-pandemic levels. Being fully staffed in our stores equips our teammates better to take care of customers. Additionally, our VST mix is improving as Maintenance Techs (MTs) graduate to C-Techs, strengthening our teams and providing growth opportunities. Welcoming a new recruitment partner, Wilson HCG, has been crucial in maintaining the forward momentum required for our success. We also continue to uphold Bridgestone’s E8 commitment by initiating early BSRO of the Future endeavors, such as installing EV chargers, solar panels, LED lighting, energy management systems and energy-efficient air compressors. Additionally, we are in the process of equipping every location with state-of-the-art scan tools to bolster the success of our technicians. Every day, our teammates exemplify the true essence of the Promise to Care by looking after one another, our customers and their communities. It’s truly our privilege to work alongside such compassionate, respectful and reliable teammates who prioritize both our customers and their vehicles. This is the reason why so many of our teammates have forged enduring relationships with our longtime and loyal customers. This issue of What’s in Store includes several examples of this remarkable dedication and bond. There are numerous reasons why the Boss chooses to do business with BSRO, but the most significant one is because of you, our incredible teammates who are dedicated to our Limitless success. We express our gratitude for your unwavering commitment to the quality of your work and your dedication to treating the Boss and each other with care and respect. Best,
Marko Ibrahim President, BSRO M. Ibrahim
WHAT’S STORE IN
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VOLUME XXXVI | ISSUE 2 | SECOND QUARTER 2023
WE CARE ABOUT OUR TEAMMATES
The Crew Campaign Continues… with a New Twist Ken and Claudia are a married couple from Virginia Beach,
would last, and it sure has. Over the last 23 years, he has followed Chuck to each one of his store locations. So, to celebrate his commitment as a customer, and in gratitude for sharing his story, BSRO is sending Bob and Chuck on an IndyCar race experience weekend together. Chuck is also featured in this year’s third Crew production, which takes the traditional approach of highlighting our teammates and the pride they take in their work, as well as different elements of our business, from our complete range of services to our commitment to the Boss. Production took place at the Firestone Complete Auto Care store 906370 in Naperville, Illinois, featuring five teammates representing four areas. To see additional Crew content from our teammates and the customers who appreciate them, follow along on Facebook, TikTok and Instagram @firestoneauto. And if you have a customer story to share, we want to hear about it! Email bsrobrand@bfusa.com with the details, including customer contact info.
Virginia. In 1978, they took their Chrysler Imperial into Firestone Complete Auto Care and since then, not one of their cars has been serviced anywhere else. That’s because Ken, a retired Navy pilot, knows that who fixes your car is just as important as who made it. So, Firestone stores have been their service destination for 45 years. Today, they frequent store 326686 General Booth in Virginia Beach. Ken and Claudia’s story will soon be shared with the rest of the country as part of our Crew campaign. While we’ve been highlighting our teammates and the service they deliver in our TV and digital spots for the past six years, our customers have now joined the Crew conversation. In the past, our teammates have spoken unscripted on camera about our FCAC stores, our Promise to Care and the ways to keep your vehicle running newer longer. This year, the brand team sought to take those themes a step further and bring the Promise to Care to life, sharing what that looks like at the store level. “The goal was to demonstrate how we bring our Promise to Care to the customer rather than just be part of our internal rallying cry. It was a way to show how we care, how our stores are filled with good people,” said Jordin Manfred , Senior Brand Manager, who has been an integral part of the Crew campaign since its inception. It was a bit of a wild notion, having customers speak off the cuff, but the results were more powerful than anyone could have imagined. “We surprised ourselves with how good these stories were,” Jordin said. “They warrant so much more than this space even allows.” Ken and Claudia’s spot will be the second to highlight our customers. The first, which launched in July, is focused on Bob, a long-time Firestone customer who currently visits our Pineville store in Charlotte, North Carolina. Bob’s father was a master mechanic, so he didn’t trust just anyone for car maintenance. More than 20 years ago, Bob met Chuck Mitchell , our Promise to Care winner, Crew ambassador and Pineville’s Lead Technician. If you’ve had an opportunity to meet Chuck or watch a video of him speaking, you know his enthusiasm for hard work, doing the right thing, and of course, our Promise to Care. When Bob had that opportunity, he knew his relationship with Chuck was one that
BSRO teammates filming for the Crew Campaign in Naperville, IL
BSRO teammate Chuck Mitchell with longtime customer Bob
BSRO teammate Eric Dauphin with longtime customers Ken and Claudia
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NEWS MAGAZINE FOR TEAMMATES AND RETIREES OF BRIDGESTONE RETAIL OPERATIONS, LLC
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