THE customer is always right.

This popular business adage is often judged to be the most important by firms fighting to be the best.

Few know about the importance of top-notch customer service more than Richmond Cars, Hyundai and Renault who establish relationships that are passed down through the generations.

It is for this reason the company has chosen to sponsor a prestigious gong at the South Coast Business Awards, organised by the Daily Echo and Business Southampton.

The winner of the customer service accolade will have to show judges its staff have a genuine focus on service and care.

The competition will look at strategies, objectives, business performance, staff development and growth.

Richmond boss Michael Nobes – dubbed the King of Cars – said: “Our proudest achievement is that during this heady phase of growth we have kept to our core values and we are not just top for sales – our Customer Satisfaction Index (CSI) rating is an unrivalled 95 percent.

“We’re not just selling cars in unprecedented volume, we are managing to keep all our customers old and new happy.

“It is widely accepted that high volume-selling dealers do not give customers the best service and that small is beautiful.

“Wrong – once again Richmond has broken the mould. Through a tremendous effort from all involved we have increased our CSI rating from 62 to 95 per cent.

“That is an achievement at the heart of what I set up Richmond to achieve. The best prices and the best service and these figures prove it can be done.”

There will also be awards for c o r p o r a t e social responsibility, education and training, use of technology, innovation and growth.

Gongs will also be up for grabs for Southampton City Champion, the best small business and individual or entrepreneur of the year.

Entries must be in by April 21. Judges will be short-listing four entries in each category with the winners being announced on July 15.

Every finalist will be entered into the running for the coveted Business of the Year by principal sponsor The Coast.