SIMPLE TIPS TO TURN PROBLEMS INTO PROFITS
In this new regular feature, we introduce you to a remarkable customer service specialist who will teach you how to masterfully handle difficult customer disputes that arise in your dealership.
One customer complaint that doesn’t get settled might be an isolated incident that goes away over time. But if you continually have complaints from customers that you ignore or fail to resolve, this will damage the integrity of your dealership’s business.
It’s best to deal with customer complaints in a logical and timely fashion. A complaint handled well can actually lead to increased positive retention and lifetime loyalty.
Look upon customer complaints as opportunities rather than threats to your business. If you take this perspective, you’ll find it easier to resolve the problem and improve your services to avoid future complaints.
A typical dissatisfied customer will tell at least eight people about their problems. Here’s the good news: a surprising 95 per cent of complaining customers will return to do business with you again — if their grievance is dealt swiftly and sweetly in their favour.
WHAT YOU DON’T HEAR CAN HURT
Most customers don’t like to complain — at least, not directly to you. Instead they’ll tell their friends, family and neighbours. And just as positive word of mouth is the best form of advertising, negative word of mouth can be a business-slayer. Avoiding the complaints — and their very real consequences — is all about attention to detail.
Customers are your eyes, ears, and mirrors. You can learn a lot from their genuine grievances and put them into practice for training, coaching and quality assurance purposes.
Let’s take a close look at a real case I encountered and I’ll offer tips used to defuse the difficult dispute.
SCRATCHY SITUATION
Case in point: The service advisor explained and closed the invoice, and the cashier confirmed the payment, thanked the customer and handed over the keys.
After a few minutes, the customer came back angry and distressed, stormed at reception and shouted loudly: “Where is your manager?”
The service advisor asked if he could help.
The irate customer yelled: “No! I don’t want to see your %&* face again. You guys damaged my car while in your shop for an express lube. I just wanted to see your manager to get it fixed!”
I observed this situation, and after acknowledging the customer’s concern, I asked him quietly and politely to join me in my office to review his issue in detail.
“I am extremely upset by a scratch I found on my car after service in your shop. I always keep my car in showroom condition and now it has a big ugly looking scratch on one side which wasn’t there before when I handed it over to your service advisor.”
I actively listened to the customer patiently, and acknowledged what he has said, empathized, and apologized for any inconvenience caused.
This wasn’t an admission of guilt, but it’s about expressing respect and compassion. I asked the customer a few “venting questions” so he could comprehend the exact situation and all of the details surrounding his complaint.
When you let customers vent, people will look much more relaxed and their anger will subside after such a session. You can now deal with them rationally and avoid costly arguments. A compassionate dialogue is the best way to start.
I then asked him if I could inspect the damaged area to find the root cause. The customer agreed and we looked at his car.
I acknowledged there was indeed a scratch on the right rear passenger side.
I then reviewed our initial inspection report. In our report it was noted that the car came in full of dirt, and it was marked and noted on the report that the body appearance condition was thus: “unknown.”
I then advised him that there were no obstacles moving his car in and out of the shop, and the technicians didn’t report any incidents, nor did the shop cameras.
I advised we did do a complimentary car wash as part of our service, that was approved on his repair order. This is what revealed the undercover scratch.
After provided with these facts, the customer said: “I still do not believe and don’t give a *%# what you have probed. All I know is that it happened during service and I am not taking the car until it is fixed.”
TAKE A CLOSER LOOK
Because this customer was still not satisfied, we probed further.
I took out my magnifying glass and we examined the scratch more carefully. We were able to clearly see rust inside the scratch.
I then took a piece of sheet metal and had him make a fresh scratch using a key. The new scratch had fresh paint, and burr roughness and a shiny look.
The scratch on his vehicle was smooth and rusty inside. This could not have happened in the 45 minutes the car was in the shop.
When calmly presented with the evidence, the customer’s tone changed. “I guess you are right. Sorry I caused all this trouble for you,” he said.
I assured him it was no trouble, and part of our effective resolution process to analyze the root cause of any concerns to solve them in the future.
I also told him that since “rust never sleeps” he should consider getting it fixed before it got worse, which he agreed to and had it done in our express body repair department.
As this example shows, if you deal with the customer’s concerns faithfully, respectfully and helpfully, your efforts and consideration will almost always be appreciated, and even former complainers will walk away feeling happy, satisfied and valued.
