Not long after starting my career in the retail tire and auto service industry, I began wondering why the customer experience in our industry was so stressful and why our customers don’t connect with or speak highly of their experiences when compared with other retail industry segments.
Sure, I had poor experiences of my own with my first couple of cars and as a consumer, really didn’t like the experiences I had, but I chalked it up to a few poor performers. My experiences, come to find out, were in fact widespread and common.
Let’s pause for a moment. For those of you who disagree and believe our industry generally does an excellent job with customer service while providing excellent communication, clearly clarifying those expectations and delivering service with passion, I’m happy to agree to disagree.
For those of you who agree that customers largely view servicing their car as a negative experience and would like to be a part of the solution, I’d like to share a vision — something I call “the creedinme,” which has been defined as a system of beliefs that inspires and guides, with the goal of reaching a shared outcome. This vision solidifies us as industry leaders and allows us to surpass customers’ expectations by communicating well, setting and delivering on clear expectations and doing it all with passion and pleasure.
Before I paint that vision, I’d like to make an important distinction: there’s nothing wrong with any of your locations. They simply are what they are. So long as you and your customers are happy with the way you and your teams are delivering service and feel like there’s nothing more to give, it’s all good. Keep on keeping on.
On the flip side, I know there are many of us who deep down know, as an industry, that we can outperform the status quo and deliver a pleasant and memorable experience for our customers.
The vision I have is rooted in each of us accepting personal responsibility for our roles in the customer journey and its outcomes. It’s a vision where each of us commits to inspiring, guiding and motivating ourselves and others to make customers so happy with their experiences that a positive view of our industry takes shape.
When customers request information about products and services, they will immediately notice a difference. They will notice how happy and helpful we are. We’re more than happy to help guide them through their purchase. We patiently listen, confirm their request and patiently guide the customer to one or more options that will help solve what they are looking for.
We go out of our way to make sure all the bases are covered and we communicate exactly what the service experience will be like and why they should choose us. The appointment process is accommodating, simple and smooth.
Once customers arrive at your facility, the environment gives them a positive feeling and disarms previous experiences. Your store is modern, clean, uncluttered and smells good. Customers notice a positive vibe in the air and they get an overall positive feeling. The greeting from your team members is prompt and welcoming. This is when the real differences start to take form.
Your team members not only confirm the customer’s requested services and delivery time, but they take it another step and inform the customer about how to best care for their vehicle. Customers receive a list of manufacturers’ service recommendations. Customers are informed that your team will execute a thorough inspection of the vehicle and help them plan for any upcoming repairs.
Once expectations are agreed upon, the customer is informed that a member of your team will be calling or texting them a mid-service update, helping keep them informed along the way The mid-service update is super-important and happens on the front end of the service. The update includes a thorough review of the vehicle’s inspection, as well as the manufacturer’s service recommendations. The customer hears a professional opinion about the condition of their vehicle and is informed about any care needed to maintain optimal performance.
Finally, now that the customer has been kept in the know along the way and any new expectations have been clearly communicated, there are no surprises. The vehicle is ready when it was promised. The work order is fully updated prior to the customer’s arrival and a comprehensive review of the service is performed. Suggested services that were not performed have been documented, warranties for the services performed are clearly outlined and a warm, heartful thank you is given.
This is my vision. (“Creedinme” is a real thing.) I hope you and your team join me by inspiring, guiding and motivating ourselves and others to make customers so happy with their experiences that a positive view of our industry takes shape.
