February 12, 2010
Best Business Practises
Make a Lasting Impression
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John R. Watt, manager of Petro-Canada Certigard and Automotive and current AIA past chairperson, explains the “wow factor.”
PHOTO: MARIE-JOSÉE ROUSSEAU
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In today’s market it is essential for Automotive Service Providers to stand out from their competition. To make an impression that lasts, it takes more than just good service and quality repairs. A little extra effort to please a customer, especially when it is not expected, goes a long way to growing the business.
When a customer experience exceeds expectations without costing them more, this is the “wow factor.” Their purchase is perceived as being value-added, and they will usually return to enjoy the same experience. There are several steps required to maximize the customer experience and the return on investment for the repair facility.
Provide a value-added service
John R. Watt, manager of Petro-Canada Certigard and Automotive and current AIA past chairperson, explains several examples of value-added services. “When a customer brings their vehicle for service during the winter and melting snow has left a mess of water and dirt in the driver’s floor well, the guys could get their pants stained and the ladies ruin the heels of their expensive boots. How simple would it be for the technician to take a moment and clean this up for the customer as a courtesy?
“Another example is cleaning the inside of the customer’s windshield to improve visibility. This can be accomplished in seconds by a shop with the right tool, but this task is inconvenient for customers to do themselves. One other example is to check and adjust the air pressure of the customer’s tires to specifications. This simple task reduces gasoline consumption and ensures that the vehicle’s tires wear correctly.” Add to this, that if they “know” they can expect this valueadded service every time, the probability that they always come back is increased immensely.
Consistency, a must
The “wow factor” is effective only when used consistently. When customers receive a value-added service on their first
visit, but do not receive the same experience during the next purchase, they are disappointed. Their expectations will not be met even if service and quality of workmanship are adequate.
Communicate with the customer
By providing a value-added service, a shop may be going above and beyond what would normally be expected. But if they neglect the important communication step, it will not be recognized and remembered. Communicate with the customer! When releasing the vehicle, tell the customer what value-added service was provided, explain how it benefits them, and promise to provide the same service during future visits... this last item is key!
Create a process
The “wow factor” needs to be managed. It must be a process. Every staff member needs to understand the benefits to the business of providing these extra services and know exactly how to deliver them. The best shops use a tracking report to monitor the consistency of the item being done... so that it is done every time.
Results
Facilities that deliver the “wow factor” to their customers provide a value-added service, do it every time, tell the customer what they did and promise to do it again each time they visit. By implementing this process your facility will experience increased customer loyalty and referrals.
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Leanne Blackborow