Customer Service - The Top Priority

Customer Service needs to be the top priority in the automobile repair industry, whether you’re a dealer or independent and regardless of the size of the facility. It is very easy to get caught up in the trap of trying to attract new customers and therefore you neglect customer retention. But, if you expect your business to grow and prosper, it is essential that you evaluate whether you're providing the absolute best over-all customer experience, providing the WOW factor.

The top items customers are looking for are as follows;

Customers want to know how your service and product will enhance their lifestyle or fulfill their needs. They want to know that your product or service will SOLVE their problem! Give your customers the knowledge they need in basing their decisions, show them the benefits and value in doing business with you.

Have your employees be themselves, the professional version! Keeping the customer engaged and building a relationship is a strong indicator to the customer that your business cares and empathizes with their needs. Be genuine in every interaction you have with a customer. Win them over!

Make it convenient for your customers to seek you out and do business with your facility! Offer convenience and ease of service. Help your customers continue with their daily business schedules by providing WIFI, a comfortable lounge, shuttle service, loaner cars, rental cars or whatever amenities you offer that ease their wait time or get them on their way.

Your customers want to know that you value them and their business, make your menu pricing accessible to all who frequent your dealership. Outline your guiding written policy or procedures for the business and post them for all to read. Instill a mission statement so everyone inside and outside the business knows exactly what your business offers and knows what to expect.

Customers do not like fear tactics for selling purposes. Customers want the straight goods and are entitled to clear concise communication stipulating what measures need to be taken to solve a problem.

Always-always- ALWAYS, fix the customer first and fix the vehicle second! If you follow this rule you are well on your way to exceptional customer service.

Have you ever wondered how long your upset customer stays upset at your service facility? It depends on how badly you were actually perceived to be. Remember, perception is reality! The ratio of length of time before forgiveness takes place and the customer frequents your facility again can be quantified by the following;

1. Does the customer perceive the problem as being intentional on the part of the servicing facility?
2. Is our perceived conduct ongoing, is it our company policy.
3. If the repair didn’t fix the problem and no help was offered, an employee was rude, price was not what advisor said, the business conduct was not justifiable, the vehicle was damaged while under your care and control or your facility is not executing good business practices, any one of these particular events may be remembered forever, especially if your facility didn’t take ownership of a real issue.

Remember – communication-Communication-COMMUNICATION! Exceptional communication is essential for creating and fostering prosperous customer relationships!

David