| A World of CSI Could there be a more over used term than "Customer Satisfaction?" If I am a satisfied customer on any level, then I probably won't notice my sales or service experience because there was nothing spectacular that stood out to actually notice it. |
| From the Publisher Dec 2011 Vol 1 |
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In other words, it was not memorable. There was nothing that made me say to
myself, “if I need something in the near future than this company may or may not
be able to provide the level of service I am looking for.”
Your customers don’t notice good or average service, that’s because they expect
it. When it happens there is no memorable distraction that says this was an
exceptional experience. When a customer uses your facility that customer will
leave with one of three memories:
positive way that your dealership will be the customer's first choice anytime your
product or service is needed again.
A few years ago, I needed a new set of tires for my Cadillac. I found the set I liked
at a local Sam’s Club store and went to have them installed. One of my
membership benefits is that I am eligible to receive lifetime tire rotations as long as
I own the vehicle or (of course) the tires wear out.
Now that is a positive memorable experience that went beyond customer
satisfaction. If I needed something tire related I knew my Sam’s membership will
cover it. But let’s face it. They are not at all experts in servicing Cadillac’s now are
they? They cannot recommend what my vehicle needs as they offer no other
services besides batteries and tires. Which is great for me, I want a qualified
technicians working on my car.
There is a down side to this story. Sam’s Club doesn’t and cannot offer me
recommended services or suggested maintenance required by my specific make
and model as the manufacturer can.
myself, “if I need something in the near future than this company may or may not
be able to provide the level of service I am looking for.”
Your customers don’t notice good or average service, that’s because they expect
it. When it happens there is no memorable distraction that says this was an
exceptional experience. When a customer uses your facility that customer will
leave with one of three memories:
- • Wow, what a great place, I am so glad they are here to address my
service concerns!
• This place is horrible; will never return here again.
• Or there is neither a particular memory nor any negative distractions.
positive way that your dealership will be the customer's first choice anytime your
product or service is needed again.
A few years ago, I needed a new set of tires for my Cadillac. I found the set I liked
at a local Sam’s Club store and went to have them installed. One of my
membership benefits is that I am eligible to receive lifetime tire rotations as long as
I own the vehicle or (of course) the tires wear out.
Now that is a positive memorable experience that went beyond customer
satisfaction. If I needed something tire related I knew my Sam’s membership will
cover it. But let’s face it. They are not at all experts in servicing Cadillac’s now are
they? They cannot recommend what my vehicle needs as they offer no other
services besides batteries and tires. Which is great for me, I want a qualified
technicians working on my car.
There is a down side to this story. Sam’s Club doesn’t and cannot offer me
recommended services or suggested maintenance required by my specific make
and model as the manufacturer can.
Copyright© 2008-2011 Automotive Dealers Network. All rights reserved.
Jim Bernardi
Publisher/CEO Automotive Dealers Network
President/CEO AutoPro Training Solutions
President/CEO Automotive Job Finder
Email publisher@automotivedealersnetwork.com
Publisher/CEO Automotive Dealers Network
President/CEO AutoPro Training Solutions
President/CEO Automotive Job Finder
Email publisher@automotivedealersnetwork.com
| Jim Bernardi has been recognized as "The Consumate Fixed Operations Expert by Automotive Executives Worldwide". He has over 34 years of experience in Fixed Operations Recruiting, Training, Management and Marketing. He has been a contribiting author in several Automotive Magazines for many years and is the Founder and Publisher of Automotive Dealers Network. Jim continues to travel the globe educating Dealers and Manufacturers the importance of sales in Fixed Operations Management for his Training Company: AutoPro Training Solutions. When he is not training a Dealer Group or a Dealership you will find him as a Guest Speaker at many Dealer 20 Group Meetings. He offers real world solutions to Dealers and Manufacturers in over 49 countries worldwide. He is always looking to better serve the Franchised Automotive World. He continues to offer a 3 day Comprehensive Fixed Operations Performance Review to Dealers at N/C and performs these reviews personally. He can be reached at 812-325-5651 |
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Sam’s is literally 5 minutes away from my house and if I get there at opening, I can usually be done within in 45
minutes or less. The down side to their service is they have no way to survey my experience or review my experience
as their customer/member as well as understand my needs as a consumer.
minutes or less. The down side to their service is they have no way to survey my experience or review my experience
as their customer/member as well as understand my needs as a consumer.
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So let’s look at ways that can create consistent, positive, memorable
experiences if we want to keep our customers for a lifetime. It always
starts at the front desk, Your service advisors and then the department
manager.
• Do you yourself, your service advisors and even your service
manager, understand that memorable customer service is one
customer at a time, that erratic multi-tasking has the chance of creating
even more confusion and mistakes for both your employees and
customers?
• Are you encouraging your people to take quality time with
customers, giving them full attention, not being in hurry and rewarding
your employee’s for great customer service with simple praises and
support?
• Are you asking your employees for their ideas as well as
suggestions about what can be done to create a more memorable
customer experience?
experiences if we want to keep our customers for a lifetime. It always
starts at the front desk, Your service advisors and then the department
manager.
• Do you yourself, your service advisors and even your service
manager, understand that memorable customer service is one
customer at a time, that erratic multi-tasking has the chance of creating
even more confusion and mistakes for both your employees and
customers?
• Are you encouraging your people to take quality time with
customers, giving them full attention, not being in hurry and rewarding
your employee’s for great customer service with simple praises and
support?
• Are you asking your employees for their ideas as well as
suggestions about what can be done to create a more memorable
customer experience?
Memorable customer service can be as simple as free coffee and the daily paper, a bowel of something sweet for
them on the counter, doggie treats or little toys for the kids.
Yet the most important memorable customer experience is having a stable staff where the customer can return to find
their favorite and personable advisor for that much needed help.
In closing, Remember to use your current staff and pull out all the stops within each of your team members. As they
hold the key as well as a great snapshot on how your current customers see your dealership. Learn who your people
are, understand your employees as a whole before you try to understand what your customer needs are. To truly
understand the needs of our consumers learn what roadblocks your employees are having in reaching your
customers. Bridging the gap of the unknown will reveal your hidden assets and will open the doors of opportunities for
tomorrows business can thrive.
Happy New Year to All of our Valued Subscribers and Dealer Members.
them on the counter, doggie treats or little toys for the kids.
Yet the most important memorable customer experience is having a stable staff where the customer can return to find
their favorite and personable advisor for that much needed help.
In closing, Remember to use your current staff and pull out all the stops within each of your team members. As they
hold the key as well as a great snapshot on how your current customers see your dealership. Learn who your people
are, understand your employees as a whole before you try to understand what your customer needs are. To truly
understand the needs of our consumers learn what roadblocks your employees are having in reaching your
customers. Bridging the gap of the unknown will reveal your hidden assets and will open the doors of opportunities for
tomorrows business can thrive.
Happy New Year to All of our Valued Subscribers and Dealer Members.