Reynolds and Reynolds has named its long-time executive Dave Bates to the new position of vice president of customer relations and chief customer ambassador.

Chief executive officer Tommy Barras said the move will help the company better understand the challenges that Reynolds customers face coming out of the pandemic.

Throughout his 38-year career at Reynolds — which is a provider of automobile dealership software, services and forms — Bates has worked in positions with responsibility for helping dealerships. For decades, Bates has personally interacted with customers. He was named to the post of vice president for customer support in 2007.

Barras said the naming of Bates to the new role will help the company understand the products and services that will best help Reynolds customers meet those challenges coming out of the pandemic. For Reynolds, the move could also deliver improved operations and profitability for those customers.

"We want to be in lock-step with our customers, face to face, to better understand the business challenges they are facing and how Reynolds can help solve those challenges," Barras said in a news release.

Barras also said, “While we have always been a customer-focused organization, this new role formalizes that commitment by providing a direct conduit between Reynolds and our customers.”

Bates said he sees an opportunity to help bring the customer’s voice to the forefront of the organization.

“It’s also a chance to work even more collaboratively with customers to help ensure our mutual success and to find ways that make it easier and more efficient to do business with Reynolds,” Bates said. “I'm eager to get started.

"Dave’s knowledge of our business and the customer relationships he's developed over the years put him in a trusted position to listen to customers and to help us strengthen our partnerships across the board,” Barras said.

Barras also said, “We are committed to operating smartly and, if necessary, differently in our business in adapting to the changing world around us. That’s how we grow. This initiative is one more step to further strengthen our presence in automotive retail and in front of customers.”