Learning how to identify problems and effectively solve them
Despite your best efforts to provide quality customer service, customers will be displeased from time to time. But don’t simply accept ongoing dissatisfaction as an inevitable part of doing business. Instead, work at improving how you deal with the customers whose experiences have been less than satisfactory. It could mean the difference between losing customers permanently or keeping them satisfied — maybe even more committed to doing business with your dealership. It’s proven research that every complaint has a solution based on facts and symptoms. Therefore it is very important to understand customers concerns and their root causes.
Let’s analyze some customer scenarios to determine the root cause of what went wrong:
Miss A had her car towed due to an engine breakdown. Worse, it had just left your dealership. The technician did not diagnose it properly and replaced all needed tune-up parts. The car was released without a road test. After driving for a block, her car stalled again. She got very upset and had to get a tow again due to poor quality workmanship. Miss A is furious. Do you think she will be back or recommend your dealership? Mr. B had a brake job that cost him over $500. Sure, the job was satisfactory, but the original estimate suggested it would be $200.The service advisor never called him to explain why the final invoice was
running so high over the quoted price. Mr. B may never come back due to poor follow-up on additional parts or high repairs charges without approval. So what went wrong?
INEFFECTIVE COMMUNICATION
Customer complaints result from poor communication at all stages of the process, from the greeting to the goodbye. In fact, service attitude combined with active listening, positive response, proper sales and service documentations, verbal and written
commitments, all are equally important and controllable factors to resolve a customer’s concerns to their satisfaction. For example, if you make a promise with your customer, fulfill it faithfully and never over-promise and under-deliver. And make sure the repair order is fully documented and explained. Neglecting these vital communication factors could result in losing a customer for life. Maintain effective communication with your customers to defuse issues related with your commitments.
POOR QUALITY
Whether it’s initiated from the manufacturer as a vehicle recall, or as a comeback job after repairs, both are disturbing to most customers. You do not have control over the vehicle’s quality issues or OEM parts as these are supplied by the manu-facturers. However, you can fix recall issues, and avoid the customer coming back, by properly diagnosing and fixing vehicles right the first time.
Customers hate to come back for re-fixing the same repairs; it costs them time, money and inconvenience. The use of quality parts and proper equipment with the service process can reduce quality issues. Make sure to have final critical PDI and quality repair assurance on every car before leaving your dealership.
UNFAIR PRICE
Vehicles and parts costs and repair labour charges are common issues when customers compare with the competition. Make sure to survey your competitors and stay close and match prices in your business demographic. Again few price factors are controllable. However, pre-approval on written estimates of parts, labour and shop charges with a detailed breakdown can support price objections. Make sure to explain to your customer in detail the work to be performed, with the total final charges and get approval and a signature before assigning to the service process team. On the sales side, it is equally important to explain the final cost price with a breakdown on the monthly payment on lease or finance as per terms and conditions laid out in the sales contract. Customers hate surprises.
TIME DELAY
Finally, delays can kill an otherwise good experience with your dealership. Time is a precious commodity these days and it is equally important for you and your customers. Make every effort to deliver your promise on time. However, if you cannot fix on the promised time due to parts delay on any other reason, provide a customer shuttle/cab service or a rental car (Check if the customer has an ECP with rental coverage). Exceed customer expectations by under-promising and over-delivering actions.
Keep records of customers complaints — how things were resolved, how the customer reacted, what disposition was made and how much it cost to resolve. This is valuable data that you should share with your staff for training and improving your customer concern resolution process, as well as building a loyal customer base and strengthening your dealership business.
