By Dennis R.
We want to do a short survey with our customers to gauge their reaction to newer trends in the repair of their car. We are only going to ask 4 Questions so that we can share the results on this forum and have other shops do the same.
The 4 questions we thought of : still working of exact wording so help is appreciated.
1. - Personal Service Adviser to talk too. VS Virtual Artificial Intellegent service advisor ( no human interaction )
2. - Check in with a Personal service advisor VS using a digital check in like Mc Donalds uses to take your order inside their restaurant then leave keys
3.- Personal phone call or text with updates and for authorization VS Computer generated text for updates and authorization
4. Personal phone call or text with Pictures sent as needed (trust in your shop) VS digital inspection form and pictures sent each time their vehicle is brought in
Your input is important so we can all ask the same questions to help us keep our businesses thriving.
One example of a survey we did a few years ago was would you like us to have a quick lube bay for fast in and out service or Leave your vehicle for the day for the LOF 96 % of our customers wanted to leave their cars so they could get a non rushed check over of the vehicle while it was there.
did any of the shops that started the CARFAX Service Shop program ever read the TERMS ?????? ( https://service.carfax.com/csn/csnTerms ) So, basically, they are collecting VIN & Email ( meaning they can target the vehicle make/model/year/valu etc AND customer contact -email )..... they can sell this info to competition ; especially to brand specific shops!!!! or dealerships !!!!! on top of it ... they can STOP The free service ANYTIME they like, and keep using all the data they gathered! anyone else see a problem with all this and other stupid clauses ( ie : no jury , no class action ..) ???
CARFAX® Service Network.pdf
By Joe Marconi
Below is a link to an article about Obenbay's debut with an online virtual service advisor. Is this the future? Or will technology remove that personal touch. For me, someone that has built a business on strong relationships and human customer touch points, this is something I am not sure of. But then again, what about the millennials and the Z generation?
By Joe Marconi
You spend a lot of time and money finding an hiring an employee. Whether it be a technician, service advisor or office worker. However, the real work to ensure that the new employee is up and running begins when you hire that person. Don't make the mistake of thinking that a new-hire can be put to work without an orientation period. No matter how experienced someone may be, take the time to slowly acclimate that person to your shop, your other employees and your systems and procedures. The time you take in the beginning will help to create a long-lasting employee relationship.
By Joe Marconi
The aftermath of the great recession, which caused many new car dealers to go out of business, has resulted in a new breed of dealers. They have come to realize that the lower margins on new cars, combined with the intense competition, means that their service and parts departments must become primary profit centers. Which also means that they need more customers beyond the warranty period …. and that means they want your customers.
Ten years ago, I laughed at the attempts of the local dealers to try to steal my customers...but no longer.
Smart dealers have 4 primary strategies:
1. Offer free oil changes, - some for life, some of a specific time period - And setting up the first oil change service at the time of the sale
2. Wrap future maintenance plans into the monthly payment
3. Sell maintenance plans at the time of the sale
4. Use recalls as a way to sell services and repairs.
What are you doing to fight these strategies?
Similar Tagged Content
By Joe Marconi
If there is one thing that doctors and dentists do very well, it's that they book the next appointment for their clientele. I have heard every excuse possible why many auto repair shops don’t do this. But the fact remains that everyone in your shop today will need future service and repairs. And the question is, “Are they coming back to you.”
Another reason for booking the next appointment is that there are times when not all the recommended services were done today. Some were postponed due to budget and prioritizing what’s most important. So, before that customer leaves, make sure the customer commits to a future date to have the work done. After all, why did you recommend it in the first place?
Car delivery is the time to review all the work done today, continue to build the relationship and to inform your customers of upcoming work and services. But don’t leave it to chance that the customer will remember. Be proactive, discuss future dates and put those dates in your calendar.
Lastly, call customers a few days before the appointment as a reminder. If the appointment has to be moved, then move it.
By Joe Marconi
A few years ago, some friends and I were having dinner at a local restaurant. There were six of us enjoying the food and having a great time. A few minutes after our waiter served us our coffee and dessert, the owner of the restaurant walked over to us, introduced himself and said, “I have people waiting for this table; how much longer do you think you’ll be?” Shocked by his comment, I hesitated for a second, looked up at him and said, “No worries, we’re done.” With just a few simple words, the owner of the restaurant wiped out the pleasant experience we were all having.
As we were finishing up, we couldn’t help noticing the stares from our waiter and the owner. Their eyes were laser-focused on us. They made it obvious that they wanted our table. We didn’t say anything to our waiter, or the owner. But we told each other, “We’ll think twice about coming back to this restaurant.” None of us ever did go back to that restaurant. And I heard similar complaints from other friends about that restaurant. About a year later, that restaurant closed its doors for the last time.
As a business owner, I fully understand what each table means in terms of profit. The tables at a restaurant are no different than the service bays in our business. The more people you can process through the restaurant, the more profitable the restaurant is. The more cars we can process through our service bays, the more profitable we are.
While I don’t fault the owner of the restaurant for recognizing the need to be profitable, I do fault the owner for not understanding a basic rule in achieving success in business. And that is: You build a business one customer at a time and by developing strong, long-term relationships with those customers. And to maintain that success, a business must continuously cultivate those relationships.
The owner of this restaurant didn’t get it. All of us had dined at his establishment before. The owner didn’t see us as an opportunity to strengthen the relationships. He saw the opposite. By asking for our table, he put the emphasis on his next sale and eliminated any chance of us returning again. Losing customers, and not understanding why, is the kiss of death for any small business.
What the owner determined important was profit per table, per person. The process to get people fed and done became the primary objective, when it should have been ensuring its customers were enjoying a nice meal and having a great time. It was a mistake that eventually led to his failure. Never think that customer quantity ever outweighs the quality of the customer experience. Making a memorable experience is the essence of great customer service.
If we dig a little deeper, we find another mistake made by the restaurant owner: believing that the customer experience was over when the meal was over. The meal was prepared, it was served and we consumed it. Then, at some point during the end of that process, we became an obstacle to his next sale. He failed to comprehend that the sale is not over when the meal is over, and that everything that occurs right up to the moment when a customer drives away from his parking lot will have an influence on whether that customer will return in the future.
The lesson for us is simple: Never lose sight of the importance of creating a customer. Establish a culture in your company that cultivates long-term relationships. Build a process that always strives for world-class customer service during the entire customer experience—and especially at car delivery.
Never think that when the technician completes the repair, your job is done. The customer experience continues right up until the time the customer is picking up their car. The time you spend with the customer after the repair is done is as important as making the sale.
Value each customer. Work on those relationships. Don’t worry about short term profit gain. Remember: building long-term relationships, builds long-term profit.
By the way, that restaurant has recently opened up again. My friends and I went there for dinner last Friday night. We noticed that the new owner was walking around greeting everyone. He eventually made his way to our table, introduced himself and said, “Can I get anyone anything? It’s great to see you here tonight and hope to see you again soon. Thank you.”
Now, you tell me: Do you think we’ll go back?
This story was originally published by Joe Marconi in Ratchet+Wrench on February 1st, 2019
View full article
By Joe Marconi
In my opinion, competition is actually good for the industry, and good for your repair shop too. It keeps us focused and forces us to maintain pace with other repair shops. It drives us to take a look at our own business to see where and how we can make improvements.
Don't worry about the competition. And never compete on your competition's features. Find what sets you apart; your differentiation factor. Deliver world class service and promote your culture to your employees.
So, how do we handle the competition? Learn from them, but don't copy them. Become the best you can be. Promote a culture of customer caring with your employees. The rest will take care of itself.