More than a hundred staff at a Bradford car dealership have achieved a national qualification in customer service.

The Polar Ford dealership on Canal Road is one of the first in the country where every member of staff has completed a customer care training programme and achieved a qualification.

As part of a £1.2m training investment by the dealership’s parent company, Ford Retail, 110 staff (above) at the dealership have been awarded an NVQ or accreditation by the Institute of Customer Service, whether or not they deal with customers directly.

The dealership has also received the Institute of Customer Service’s Training Mark.

Mark Knapton, general manager, said: “Our aim is to offer the very best customer service which means that the whole dealership team needs to be involved – not just customer-facing staff.

“Everyone plays a part, including those who are behind the scenes such as cleaners, administrators and technicians.”

John Leeman, Polar Ford regional director, said: “This is a terrific accomplishment and I’m very proud that the team are amongst the first in the country where every member of staff have gained the qualification. It demonstrates the clear commitment from everyone to provide the best customer experience.”