In search of their ideal lifestyle, Driverseat franchisees Glenn and Dana Clark have built a business on kindness, collaboration, and customer satisfaction
By Alya Somar
In a world of increased automation, where customer interaction is becoming less and less of a priority, Driverseat franchisees Glenn and Dana Clark are proof that businesses thrive when people come first.
After 17 years at a video rental store, Glenn Clark found himself suddenly out of a job when the location he managed shut down. With four kids and a wife to provide for, his future seemed uncertain. To bring in an income, he switched industries and took a job managing construction sites. There, he was working 60 hours a week in a different city and commuting home on the weekends. Glenn knew that he wanted to be closer to his family and he needed to make a change.
One evening in 2016, he and his wife Dana were visiting their neighbours, who told them about the Driverseat brand. Driverseat is a transportation franchise in Canada with locations in Ontario, Alberta, and British Columbia, offering door-to-door shuttle services for everyday or special events. Right then and there, Glenn and Dana decided to open a Driverseat location in London, Ontario. Since finding their footing as franchisees, Glenn and Dana Clark have gained financial stability for their family of six, security for their future, and comfort in their daily lifestyle.
Growing the franchise, together
During the early days of franchise ownership, Dana’s administrative experience was critical in getting the business running, as were Glenn’s management skills. With guidance and support from the Driverseat founders, Luke and Brian Bazely, the Clarks were able to get themselves ready and set to operate.
Working together and using their individual talents whenever they faced professional or personal struggles helped them build their franchise from a small collection of cars to a sizable fleet with buses and minivans that service over a hundred weddings per year. “I have the perfect support [system] in my wife and my kids,” Glenn shares. “It’s really nice; they pump me up when I’m not feeling pumped up, which is amazing.”
Glenn and Dana start every workday as a team. By taking their mornings slowly with one cup of tea at a time, they can comfortably plan out their day to be as efficient as possible. Spending a few hours on calls, sending emails, and billing clients in the morning gives them the flexibility to prioritise their marriage outside of working hours. Being their own bosses allows them more free time to do activities like grab lunch together during a workday or plan their frequent travels.
Working from home as Driverseat franchisees has given the Clarks a level of freedom that they cherish. With their flexible schedules, they are able to spend more quality time with their children, make more memories together, and be there for their family when they need them the most. “Our whole motto is: creating experiences for our kids and making sure we have experiences as well,” says Glenn.
But this flexibility doesn’t mean they sacrifice their high standard of customer care. Almost ten years into being franchisees, the Clarks still choose to personally take calls and emails. They credit their dedication to quality customer service as what sets them apart from the competition. Follow up phone calls after rides, personal emails sent to corporate accounts, and personable drivers are crucial to how they run. Making sure that their entire team of chauffeurs is able to provide a high level of customer service is a source of great pride for the Clarks. As many competitors move towards automating their customer service matters, the personal touch of one-on-one conversation is something the Clarks are not going to change any time soon. “Customer service is disappearing. So in my mind, customer service is number one. I want all the customers to be treated extremely well because they’re not getting it everywhere else and it’s a point of difference,” Glenn explains.
He adds, “I describe our service [as] ‘A private door-to-door service customized to suit your needs’… to make sure customers understand it’s very personable.”
Carpooled collaboration
As part of the Baby Boomer generation, Glenn found his way to franchising as a second career after working in established industries. This wealth of experience has its upsides. Throughout his 25 years in management roles, Glenn learned that his team thrives if he leads them with an open mind. Treating his employees as equally valuable members of the team has helped him to create a welcoming workplace environment where folks can reach their full potential. He sees the hard work that his chauffeurs put into the business and believes in treating his employees with the respect that they deserve.
“People want to be treated as equals. I never talk to people as if they work for me; they work with me,” says Glenn.
For the London Driverseat franchise, customers usually tip their chauffeurs after a job well done. If Glenn notices that a customer didn’t do so, he takes it upon himself to follow up, personally calling customers to ask if there was anything wrong with their experience. Most of the time, customers realize they had forgotten to tip when they intended to, and ask him to add it to the bill on their behalf. This small act is one way that Glenn shows his appreciation and respect for the chauffeurs on his team.
“A lot of people can drive a vehicle, they have clean driving records and they can put some luggage in the back, but not many of them could engage the clients in a way that makes the experience something they want to do again,” Glenn explains. “A lot of our guests are returning guests, and because [our] chauffeurs are friendly and personable, I get emails that say ‘Okay, I need to get a ride again on this particular day, can I have Kelly as my driver again?’”
Drivers’ education
A few times a year, the Clarks arrange company gatherings to share a meal with their chauffeurs and check in with everyone about how the business is going. These events are a good opportunity for coworkers to get together and socialize, as well as stay informed about what’s in store for the franchise. In the weeks following these gatherings, Glenn also hosts one-on-one meetings with each employee.
In the one-on-ones, Glenn likes to catch up with his employees and check in on what they feel is going well with the business, and what they feel could use some change. He knows that his diverse team brings valuable new ideas to the table and wants them to contribute. Being open to new opportunities for growth has been crucial to helping Glenn and Dana adapt how they run their franchise to fit the unique needs of their clients, while still putting customer service first, and treating all members of the team with kindness and respect. Glenn and Dana know that they couldn’t have reached such success without the team around them, and they hope to uplift them for many years to come.
“That’s my biggest thing,” says Glenn. “I want to make sure that no matter where we go in the future, that the level of customer service and the level of caring for the team is always there.”
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