On the latest episode of Training Camp, we welcome Brooke Furniss, the founder and CEO of BZ Consultant Group. During today’s discussion, she emphasizes the importance of protecting dealerships, holding vendors accountable, and helping dealers achieve measurable results from marketing and technology investments.
Furniss started her career in the automotive in 2009, shifting from healthcare following the economic downturn. She has since built expertise in OEM operations, consulting, and dealership management. She notes that by being dissatisfied with the gaps between vendor reports and actual dealership performance, she founded her company to advocate for dealers and ensure vendors meet their commitments.
Streaming dealer operations
BZ Consultants focuses on analyzing vendor performance, consolidating reporting, and providing dealerships with clear, concise summaries of meetings and operational insights. By doing so, dealers are freed from administrative burdens, enabling them to focus on core activities such as selling vehicles, servicing customers, and managing staff. Furniss’ approach emphasizes actionable information rather than raw metrics, which ensures every marketing dollar and operational decision aligns with measurable outcomes.
Further, technology plays a central role in Furniss’ strategy, particularly in the areas of artificial intelligence (AI) and data management. While AI offers significant benefits in automating routine tasks and improving efficiency, she stresses that human oversight remains critical to maintaining personal customer connections.
Data hygiene is another key area of focus, as poor-quality or outdated information can dramatically reduce the effectiveness of marketing campaigns and customer outreach. Moreover, Furniss’ team helps dealerships maintain accurate, actionable data while integrating analytics tools such as GA4 and Looker Studio for comprehensive performance tracking.
Redefining digital retail
Furniss also emphasizes the importance of digital retailing and customer experience. She argues that many dealerships misunderstand digital retailing as simply implementing a website button or feature, rather than a comprehensive approach that ensures transparency, consistency, and ease of transaction for customers. Her guidance encourages dealers to align digital initiatives with the actual consumer journey, creating seamless experiences that build trust and long-term loyalty.
“I never want to sacrifice quality over quantity. That’s just not in my bones.”
Looking ahead
Beyond technology and operations, Furniss promotes ongoing personal growth and practical involvement with dealerships. Staying engaged, keeping industry knowledge current, and observing real-world dealership activities enable her to offer well-informed advice and uphold credibility with clients. Looking forward, her company intends to grow steadily, emphasizing quality over quantity while continuing to educate and support dealers nationwide.
Furniss’s approach underscores an essential lesson for the automotive industry: success relies on proactive strategies, thoughtful technology implementation, and ongoing attention to customer experience. By adopting these principles, dealerships can improve their operations, increase customer satisfaction, and achieve sustained growth.
