WHEN RESOLVING CUSTOMERS’ CONCERNS CONSIDER THE CONVENIENCE AS PART OF THE SOLUTION
There are many components to great customer service, but few can be weighted as heavily as a customer’s time. In the information age, time is the most precious commodity for all of us, and wasting time due to inconvenience could cause a loss of customers and potential revenue.
A recent CSI survey suggested that customers care about convenience more than any other aspect of the dealership experience. The convenient location, extended hours and speedy process/service are prime factors that can help you beat your competitors.
Put yourself in your customers’ shoes. What’s the greatest inconvenience customers must endure when doing business with your dealership? What can you do to make that process more convenient, flexible, personal or attractive to improve customer experience and satisfaction? How can you anticipate and help them avoid the hassle? If they must comply, how can you recognize, praise or congratulate them for getting it done? Being a customer is not always easy.
CONSIDER COMMON, CUSTOMER CONVENIENCE
One of the ways we aim to offer “WOW” service to our customers is by understanding and satisfying their realistic needs at their convenience and comfort level. That’s why we put customer convenience above and beyond service expectations by respecting and valuing their time.
Once, I encountered a customer who was extremely angry due to extra time required to finish repairs on her vehicle. The promised time was over and she was getting late for her doctor’s appointment. It was rush hour and both of our courtesy vans were busy shuttling customers.
Understanding the importance of her situation and in an effort to improve customer satisfaction, a complimentary taxi was called to drop her off at the doctor’s office. She was delighted to enjoy such a personalized and convenient service.
Extending customer convenience and comfort needs, even though it costs us more is the best opportunity to gain customer loyalty. The customer in question later become an advocate for our dealership.
In another instance, an upset customer with a dog was in a rush to go back home to feed his pet. The customer was simply astonished when his dog was provided food and drink while he waited for his vehicle to be serviced. I mentioned to him that we value and care for pets as part of our customers’ families.
No doubt, understanding and serving unexpected needs of our customers by providing such extra convenient service elevates their satisfaction and retention.
DELIGHTED AT DISNEY
Earlier this year, I drove to Walt Disney World Resort, Orlando, Fla. for a holiday with my family. Besides enjoying the entertainment and theme park rides, I explored, observed and learned Disney’s practices on customer service.
I was truly impressed with Disney’s auto rescue team as they aided a distressed motorist free of charge in the parking lot. The auto rescue teams provide lockout service, flat tire changing, boosting or free towing to their on-site auto workshop/gas station. Even though Walt Disney World is not an automotive organization they do a lot of extra things extremely well when it comes to assisting customers.
KILLED BY DELAY
Based on my decades of experience with customers, one thing I’ve observed is that TIME delay, either during new or serviced vehicle final delivery process, is one of the major causes of customer dissatisfaction and irritation.
“Buying a product or service shouldn’t be a test of a customer’s resilience or patience! Inconvenience is one of the biggest reasons customers abandon ship and if they have to contact your business several times before a problem is resolved, then you have a problem” said James Duval, a recognized marketing expert with Comm100.
Convenience creates an A-plus customer experience, and is a powerful opportunity with the greatest potential in today’s efficiency-obsessed customer culture. How can you exceed customer expectations by making your products and services more convenient than expected? It all starts with you and your dealership strategy.
In order to fulfill our promise of a legendary customer experience we strive to exceed customers’ expectations in service and convenience. We find out what this means to our customers through regular polling, surveys, focus groups and mystery shops. We then use that feedback and consider ways to go above and beyond in every customer interaction. It’s an everyday challenge, but the efforts are worth it to win customers for life.
Ultimately, customer satisfaction is what a dealership business relationship is all about. Obviously if there are no customers, there is no business. This is why it is very important that we must know what our customers’ wants or needs are for them to keep coming back to us.
