Honest sales people that are personable and patient. Service team that has best interests of the rider in mind. And using the Ride app there are terrific incentives to not only ride but discounts for accessories and clothing.
The service tech did an excellent job of troubleshooting and finding an issue with my new e-bike where the class of the bike as delivered did not match the factory label on the bike (label indicated class 3 while the bike was actual configured class 2). He also gave me the option to reconfigure the bike to class 3, which must be done by an authorized Trek dealer.