By Cathy Steel, Manchester Chamber of Commerce

BOOSTING customer loyalty is the driving force behind an Altrincham company's commitment to staff development.

Gilbert Lawton - one of the top VW retailers in the UK - has moved its staff development and training programme up a gear in the belief it is key to retaining and increasing customers.

The company's progressive training initiatives have already been recognised at national level, having won the Department of Education and Employment's National Training Award for 2000.

Human Resources manager Karen Byrne said: ''We want to give the highest level of customer service, and we know we need every member of staff to be totally customer focused and motivated to enable us to achieve this.''

In a business traditionally blighted by poor levels of staff retention, Gilbert Lawton is helping employees develop long-term careers with the company.

Claire Ward, 24, is a shining example of this strategy. After joining the company as a receptionist five years ago, she progressed to become Fleet Sales administrator before being appointed Fleet Sales Manager in 1998.